P&G Reaches 1 Million Mark for Tide ColdWater

Procter & Gamble has already signed 1 million consumers to its ColdWater Challenge—including a number of Colorado State University students.

P&G samples Tide ColdWater on Colorado campus

P&G began the Challenge in February to launch Tide ColdWater detergent. Consumers who pledged online to wash clothes in cold water got a sample of Tide ColdWater. P&G and its marketing partner, non-profit Alliance to Save Energy track pledges on a map at Coldwaterchallenge.com (Jan. 20 Xtra). The goal was 1 million participants (and 1 million samples); P&G accomplished that in three months.

As part of the campaign, Cincinnati-based P&G donates $100,000 to the National Fuel Funds Network, which works with state and local groups to help low-income families pay their energy bills.

P&G also supplied 5,000 samples to Colorado State University's Department of Housing and Dining Services, to encourage students to try cold-water washing in on-campus laundry rooms.