Tide® teams up with Carson Kressley putting a spin on laundry with launch of Tide® Pods™

Revolutionary new product changes laundry for good: the cleaning power of Tide®, now in the palm of your hand

TORONTO, March 6, 2012 /PRNewswire/ - In a world where innovation and technology are constantly changing the way we live, one facet of daily life has remained relatively untouched for decades. Since the introduction of liquid detergent in the 1980s, little has changed about the way Canadians do laundry, yet our clothes and fashion trends continue to evolve. Style guru, Carson Kressley, understands the importance of fabric care in looking your personal best and has teamed up with Tide® to introduce Pods^TM - the next generation in fabric care.

"Defining personal style can be challenging for many Canadian women," says Carson Kressley, celebrity stylist and television personality. "Great style comes from making smart purchases that work for your body and lifestyle, investing in quality fabrics and caring for clothes to make them last. Tide Pods make caring for your fabrics simple, so you can be the one that stands out."

Tide Pods are a multi-dimensional laundry detergent different from any other liquid or unit dose detergent in the market today. The unit dose detergent features an exclusive three chamber design to brighten, fight stains and clean. Tide Pods are also engineered with a proprietary film technology that dissolves and works effectively in all water temperatures, in any type of washer and for any size load to take the guess work out of proper dosing.

"Consumers continuously tell us that laundry is a mundane, time-consuming and complicated task," said Victoria Maybee, External Relations Manager, P&G Fabric Care Canada. "For years, people have either tacitly put up with the chore, become their own home chemists, or just come to dislike it altogether. That's why we're excited to be introducing the biggest innovation on the Tide brand in 27 years that will help make laundry simpler, easier and more enjoyable."

INNOVATION THAT IMPROVES DAILY LIFE

Tide Pods took eight years to develop, with 75 technical resources dedicated to the project, 6000 consumers involved in research and over 450 packaging and product sketches. Thanks to a number of science and technology breakthroughs, Procter & Gamble scientists were able to develop a product that would save people time and simplify the laundry routine.

TECHNOLOGY THAT ELIMINATES THE GUESSWORK

Procter & Gamble scientists focused on three areas to create Tide Pods:

Get Small: One small pac delivers accurate dosage and consistent results. Tide Pods are compacted to use less water than traditional detergents, and feature a formula that is only 10 per cent water. Tide Pods are two times more concentrated than liquids of today - making them much easier to carry and store.

Get Multi: Tide Pods' new, patented three chamber design helps to separate such ingredients as perfumes, brighteners, enzymes and chelants so that they remain stable and potent, mixing only in the wash water. This allows Tide Pods to deliver the Tide clean consumers know and love, even in challenging wash conditions.

Get Cold: A growing number of Canadians are washing in cold water. In fact, Tide Coldwater is the single fastest growing Tide product in Canada. In response to this, Tide Pods were designed with a proprietary new film that dissolves quickly and completely in any water temperature.

Tide Pods are currently on shelves nationwide and will be available in three scents: Spring Meadow, Ocean Mist, and Mystic Forest.

About Procter & Gamble
Four billion times a day, P&G (NYSE:PG) brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 127,000 employees working in over 80 countries worldwide. Please visit www.pg.ca for the latest news and in-depth information about P&G and its brands.

SOURCE Procter & Gamble