Procter & Gamble Launches Tide Coldwater, First Detergent Specially De

Procter & Gamble Launches Tide Coldwater, First Detergent Specially Designed to Unlock Benefits of Washing in Cold Water

    Business Editors

    CINCINNATI--(BUSINESS WIRE)--Jan. 13, 2005--

Laundry Detergent Saves Money and Energy While Providing Deep Cleaning; Innovative Marketing Campaign Supports Launch
    For the first time, Procter & Gamble (NYSE:PG) has specifically formulated a laundry detergent to help consumers reduce their energy bills while delivering deep cleaning in cold water. Tide Coldwater is specially designed to clean in lower temperatures to provide a deep clean that is fabric- and color-safe. P&G has committed significant marketing weight behind the new product with an aggressive and multi-pronged campaign. Tide Coldwater will debut in most grocery, mass and club stores nationally by late January 2005, and broadly in February 2005. It will be available in both liquid and powder forms in "Fresh Scent" and new "Glacier" and with a suggested retail price of $6.99 for 100 oz.

    Consumer Demand and Education:

    Tide Coldwater was developed through extensive research and testing, fueled by consumer desire to reduce high energy bills. It also marks the first time in Tide's history that the color palette of packaging has shifted from its iconic orange to Coldwater blue to reflect its "first of its kind' status and the innovation behind the product.
    "Our research tells us that most consumers recognize and value the benefits of washing in cold water, primarily fabric protection and money and energy savings. Approximately, 60 percent of U.S. households switch between temperatures to meet their laundry needs," states Julie Woffington, Tide Brand Manager. "Yet, while consumers like the benefits of cold water washing, they won't trade-off the cleaning performance associated with warm water. Tide Coldwater addresses this concern by delivering Tide's deep cleaning in cold water, allowing these consumers to enjoy the benefits of washing in cold water without worrying about performance."
    The company identified high energy costs as a major concern for consumers. With winter upon us and energy bills escalating, Tide Coldwater answers the need to reduce energy bills by washing in cold water and thereby also reducing energy usage. In fact, for a family that washes seven loads a week in warm water, switching to cold water can save up to $63 a year.(a)

    (a) Based on national average electric costs (7/04), water heater at 140 degrees F, warm to cold water switch and 7 loads/wk.

    Innovative Marketing Campaign:

    The marketing campaign has two consistent themes addressing the money saved by washing in cold water and the product's deep cleaning and whitening abilities. The campaign includes national advertising, in-store programs, product sampling, a strong internet presence, consumer promotions and strategic alliances. Key initiatives include:

--	Alliance to Save Energy Affiliation. Tide Coldwater is proud to join the Alliance to Save Energy, one of the world's premiere energy efficiency organizations, to create a consumer education campaign on smart, easy and practical ways to reduce the rising costs of home energy bills and save energy simultaneously. The relationship will involve multiple co-promotional initiatives, including home energy efficiency tips for consumers.
--	The ColdWater Challenge. As part of the PR initiative, Tide Coldwater is working with the Alliance to Save Energy to jointly issue the ColdWater Challenge. Both challenge consumers to "take the plunge" and wash their laundry in cold water to save money and energy. The challenge dares consumers to test for themselves how they can achieve deep cleaning in all their laundry loads using cool temperatures. In addition, Tide Coldwater will donate $100,000 to the National Fuel Funds Network, an organization that assists state and local groups helping low income families pay their energy bills.
--	In-Store. Consumers will see a variety of unexpected displays and marketing in-store promoting money and energy savings. The product will be in the laundry aisle and end-aisle displays with posters, balloons, etc.
--	Interactive. A dedicated Tide Coldwater Web site at www.TideColdwater.com will incentivize consumers to take the ColdWater Challenge, encourage their friends to do so, and stress the cleaning power of the new product. An interactive map of the United States will illustrate the spread of the challenge by tracking the diffusion of forwarded emails, highlighting the "six degrees of separation" between consumers who accept the challenge.
--	Advertising. The launch of the TV advertising campaign, developed by Saatchi & Saatchi, will begin with the introduction of the product at the end of January with four

    -15 second TV spots. Following these product introduction
    communications, Tide Coldwater will then switch to a 30 second
    launch spot called "Triplets."

    For more information on Tide Coldwater, visit http://www.TideColdwater.com.

    About The Tide Fabric Care Network

    Tide, America's favorite laundry detergent for nearly 60 years has created the Tide Fabric Care Network to serve as a helpful resource for all questions related to fabric care, and to help people learn how to best care for garments and clean fabrics during the typical laundry process. Please visit the Tide Fabric Care Network at www.tide.com for helpful product information, practical tips on laundry care, special offers and promotions, updated fabric care articles, and an interactive Stain Detective, which provides official Tide stain removal solutions.

    About P&G (NYSE:PG)

    Two billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Bounty(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Actonel(R), Olay(R) and Clairol Nice 'n Easy(R), Head & Shoulders(R), and Wella. The P&G community consists of about 110,000 employees working in almost 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

--30--SH/na*

CONTACT: Fleishman-Hillard Paul Dalessio, 212-453-2160 dalessip@fleishman.com or P&G Household Goods Randall Chinchilla, 513-983-1988 chinchilla.r@pg.com

KEYWORD: OHIO INDUSTRY KEYWORD: CHEMICALS/PLASTICS CONSUMER/HOUSEHOLD RETAIL PRODUCT SOURCE: Procter & Gamble

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