Published 2 years ago.
About a 4 minute read.
Image: The Jacksonville Jaguars played the Dallas Cowboys Aug. 29 in Arlington, TX. | NFL
The partnership aims to encourage more than 80 million households of NFL fans to switch to energy-saving cold-water washing in an effort to dramatically
reduce consumer greenhouse gas emissions.
Tide® has partnered with the National Football League (NFL) to
motivate fans to turn their washer dials from hot to cold — to lower their
utility bills, as well as their impact on the planet. This football season, the
two organizations are teaming up on the #TurnToCold campaign to educate consumers on the benefits of
switching to cold-water washing with Tide to not only provide a great clean, but
also to help the environment and save money.
“Behavior change on this scale requires significant investment in education and
industry collaboration, which is why Tide asked a longstanding partner with a
high bar for superior laundry cleaning performance — the NFL — to join our
mission to turn to cold-water washing,” said Marc Pritchard, Chief Brand
Officer at Procter &
Gamble. “When two big
brands come together to be a force for good, the potential positive impact is
huge. We’re excited to join forces again with the NFL this season and inspire
one of America’s largest fanbases to turn to energy-saving cold-water cleaning
that’s not only good for clothes, it’s better for the planet.”
The partnership is the next chapter in Tide’s 2030
to increase US loads washed in cold to three in four, as a part of its mission
to make cold water washing the standard for all Americans.
Households that switch to washing in cold can save 90 percent energy in the wash
cycle and up to $150 in energy bills*, while extending the life of their
clothes. Together with the NFL’s reach of 80 million households of NFL fans
(over half of US households), the potential cumulative impact of turning to cold
is significant. If those millions of NFL fans turn to cold, that would result in
16 billion loads of laundry washed on cold per year — a reduction of 5.6 million
metric tons (MT) of GHG emissions and equal to removing more than one million
cars from the road.
Join us for a transformational experience at SB Brand-Led Culture Change — May 8-10 in Minneapolis. This event brings together hundreds of brand leaders eager to delve into radical lifestyle shifts and sustainable consumer behavior change at scale. The trends driving cultural acceleration are already underway, and you can be at the forefront of this transformative movement.
“We value our longstanding partnership with Tide and are impressed with their
creativity and inspiration behind the #TurnToCold program,” said Tim Ellis,
EVP & Chief Marketing Officer for the NFL. “After seeing the incredible
influence that two big brands can have when they join forces for good, we are
excited to collaborate with Tide on this program and further utilize our NFL
platform to motivate our passionate fan base to support a small change that can
make a massive impact on our environment.”
With all the sweat, grass and mud stains that come with the game, washing an NFL
jersey on cold is the ultimate stress test for a laundry detergent. Tide claims
to work better when washing in cold water than the average bargain brand of
detergent in hot**; and its newest detergent, Tide Hygienic Clean Heavy Duty
is said to have 50 percent more cleaning power than original Tide and a
deeper cleaning technology that gets between fibers to effectively remove both
visible and invisible dirt.
According to Tide, its scientists worked with NFL Team Equipment Managers to
optimize formulas and settings, to ensure the detergent lived up to its
promises. Based on the results, the #TurnToCold campaign is starting with 15
teams (the Atlanta Falcons, Baltimore Ravens, Cincinnati Bengals, Denver Broncos, Houston Texans, Jacksonville Jaguars, Kansas City Chiefs, Las Vegas Raiders, LA Chargers, LA Rams, Minnesota Vikings, New York Giants, Philadelphia Eagles, Pittsburgh Steelers and the Washington Football Team) committing to make the change — through which the NFL aims to move over 1
million pounds of laundry washed in cold with Tide per year, while inspiring
more teams and fans to join in and make the change.
To kick off the partnership and rally fans to join the movement, NFL teams and
players will advocate for the switch through a series of cold-inspired marketing
and consumer activations:
Introducing the Tide Cold Washer, the first-ever talking washing machine
that reminds consumers to wash in cold. The machines will be released as a
limited-edition NFL team-branded series and will be customized with fan
favorite players’ voices from 10 teams. Starting on August 31, fans can
enter to win one on Tide.com.
To celebrate their pledge to turn to cold and rally more fans to join,
committed NFL teams will show support in various ways such as taking to
social to share their customized washing machines, blue logos, and even
turning their stadium lights blue for this season’s games!
Falcons quarterback Matt Ryan, aka Matty Ice, will join
Tide’s Cold Caller crew
alongside Stone Cold and Ice-T in a series of TV spots to share the
benefits of turning to cold.
For more information about the campaign and for a chance to win, visit
*Annually when using a non-HE machine and switching all loads from hot to cold
water, based on average electricity rate of (US,13.3c/kWh) and 8 loads per week
**Tide Power Pods in cold vs. leading baking soda 2-in-1 Pak in hot
Published Aug 31, 2021 9am EDT / 6am PDT / 2pm BST / 3pm CEST