Thursday, February 11, 1999

Tide with bleach now kills germs

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BY RANDY TUCKER
The Cincinnati Enquirer

        Procter & Gamble Co. said Wednesday that it will introduce a new version of its Tide with Bleach powdered laundry detergent that kills 99.9 percent of all bacteria on clothes.

        P&G already has begun shipping the new Tide product to retailers across the country and will launch a nationwide advertising campaign Monday, said Molly Humbert, a P&G spokeswoman.

        Ad agency Saatchi & Saatchi will handle the print ads and television commercials that P&G will use to market the product innovation, Ms. Humbert said.

        Ms. Humbert said the new Tide with Bleach contains the same ingredients as the original product, which was introduced in 1988, but has been reformulated to “sanitize” laundry.

        “We've heard from consumers that they would like

        this additional benefit,” she said.

        Ms. Humbert said surveys have shown that consumers already take steps to kill germs when they do laundry.

        Historically, she said, people have tried to sanitize their dish rags, towels, underwear and other clothes in a variety of ways, from using scalding hot water to adding chlorine bleach to wash loads.

        Ms. Humbert said the new Tide with Bleach kills germs without the hassle for consumers.

        “We've already taken the steps to eliminate the bacteria for them,” she said.

        Ms. Humbert said the new Tide with Bleach had to be shown to kill at least 99.9 percent of bacteria to meet the U.S. Environmental Protection Agency's “sanitizing registration criteria.”

        Ms. Humbert said the new Tide with Bleach's sanitizing quality is the product's biggest improvement since its introduction.

        Tide is the No. 1 laundry detergent brand in the country, in terms of market share.

       

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