Tide Teams up with Nelly Furtado to Launch purclean

Tide launched its first bio-based detergent - purclean.

To promote the new line, Tide is teaming up with Grammy Award-winning, Canadian singer-songwriter, and advocate for the environment, Nelly Furtado, to introduce the brand’s new partnership with WWF-Canada, in support of their Count for Nature movement.

“As a parent, I consider the products, and their ingredients, that I use at home and with my family, as well as making sustainable choices whenever I can. This includes how we conduct our laundry—washing with cold water, limiting the amount of loads per week and choosing the right laundry detergent,” says Furtado. “I’m thrilled that a brand I trust, like Tide has created an environmentally-friendly laundry detergent that actually works, but is also gentle on fabrics. I’m honoured to team up with them as they launch NEW Tide purclean and work with Tide to bring attention to WWF-Canada’s Count for Nature movement, and invite Canadians to take action with me.”

Until Nov. 30, 2016 at 11:59PM EST, every time someone tweets to Tide, sharing an action they take to help the environment, using both #purclean and #CountForNature, Tide will donate $1 to WWF-Canada’s Count for Nature Campaign.

“WWF-Canada’s Count for Nature movement is driven by the knowledge that what each and every one of us does for nature counts towards the health of our planet,” says David Miller, president and CEO, WWF-Canada. “With the support of Canadians and partners like Tide purclean* and Nelly Furtado, we are able to work towards a future where nature, wildlife and people thrive together. “Whether it’s planting native plants, or getting outside to clean up your local shoreline, we encourage everyone be part of the action by counting yourself in.”

“Tide purclean is an important next step in our journey to create detergents that help consumers make sustainable choices,” said Corinne Durieu, Fabric Care Communications Manager, P&G Canada. “We believe that in order to create a more sustainable future, we need to make products that people use every day more environmentally friendly. That's why we made sure that Tide purclean has the same cleaning power of Tide, is hypoallergenic and free of dyes, chlorine and phosphates but is also 65 percent bio-based, and made using renewable energy sources.”

With a 65 per cent bio-based formula, as certified by the USDA BioPreferred seal, Tide purclean cleans as well as Tide Original liquid at stain removal, whiteness, color care, and the ability to clean in energy-saving cold water. The detergent is produced at a zero manufacturing waste to landfill facility using 100 per cent renewable wind power electricity and the bottle is also 100 percent recyclable.

Tide purclean is available in 32 loads and 48 loads sizes in a light Honey Lavender fragrance and an unscented version, with suggested pricing of $12.99 and $14.99, respectively, and is available at retailers across Canada.