A roster of more than 28 products and tonnes of laundry cleaned in nearly 5.6 million Canadian households* It’s been a

successful 70 years for Tide as Canada’s Most Trusted and No. 1 selling laundry detergent brand **

From the launch of Tide’s first Heavy Duty Detergent in 1946 to the arrival of Tide purclean in 2016, with many more products

to come, Tide has been a household name, withstanding the test of time with Canadian families across the country.

It’s won BrandSpark’s Most Trusted Award every year since the program’s inception four years ago and has even taken the

honours of a Best New Product Award a whopping eight times for products, such as Tide To Go to Tide PODS plus Febreze.

* Nielsen HomeScan – June 2018** *based on sales, Nielsen Syndicated Laundry Detergent Category – CAN National All Markets Unit Sales – Latest 52 w/e July 28th, 2018

TIDE’S 70TH

ANNIVERSARYIN CANADA:Marking a major milestone with the household brand with a walk down memory lane

T I D E ’ S 7 0 T H A N N I V E R S A R Y I N C A N A D A

This year, the laundry detergent giant is celebrating its 70th anniversary in Canada. The brand is marking the milestone by

introducing a major upgrade to Tide Original liquid and Tide PODS products.

Shopper Army took a walk down memory lane with Sam Rosenbaum, Category Brand Leader for Fabric Care at Procter

& Gamble, to discuss Tide’s legacy, what consumers need to know about the new formula and what’s to come from the

innovative brand.

Shopper Army: Seven decades is a long way in the making, congratulations! Can you start from the beginning — who started Tide 70 years ago?

Sam Rosenbaum: Tide launched in the United States in

1946 and quickly expanded into Canada by 1948. It was the

brainchild of a scientist named Dave Byerly who spent 14

years coming up with the formula. The first product was a

powder detergent that was marketed as a cleaning solution

for both clothes and dishes.

Shopper Army: And it’s only kept growing and evolving since then! What are Tide’s biggest successes over the past 70 years?

Rosenbaum: It might sound cheesy, but Tide’s purpose is to

improve people’s lives in ways big and small. We launched

as “the Washday Miracle,” the first heavy-duty detergent

and it revolutionized the way people did laundry. It was a

game-changer in the 1940s — suddenly, you no longer had to

take the entire day to wash your clothes, leaving more time

for meaningful pursuits outside of the home. This kind of

seemingly mundane innovation — a powder detergent

— has had a huge impact.

We’re also most proud of the brand loyalty we’ve built over

the last 70 years. Tide has earned the trust of millions of

people across Canada, enabling us to become the No. 1

selling and most trusted laundry detergent. This is a legacy

we’re working hard to preserve, we stand wholeheartedly

behind our products, old and new.

T I D E ’ S 7 0 T H A N N I V E R S A R Y I N C A N A D A

“We launched as ‘the Washday Miracle,’ the first heavy-duty detergent and it revolutionized the way people did laundry. It was a game-changer in the 1940s — suddenly, you no longer had to take the entire day to wash your clothes.”

– Sam Rosenbaum

Shopper Army: You know the brand and the line of products off by heart. What are your favourite products and why?

Rosenbaum: I have a trio of heavy hitters that get the job

done in my laundry room. I rotate between:

• Tide purclean for general loads — I love that I can get the

same trusted Tide clean in a plant-based formula

• Tide PODS plus Febreze Sport for loads full of workout

clothes and hockey gear. It really fights those tough,

set-in sport odours

• Tide PODS plus Downy for more delicate garments like jeans

— it’s got special enzymes that protects clothes from dam

age that can occur in the wash over time

There is, truly, a product for every need.

Shopper Army: Tide is in almost half of Canadian households — a pretty impressive feat. What are the popular, tried-and-true products for Canadians?

Rosenbaum: In Canada, we’re all about simple solutions that

work. There are a few products which are overdeveloped

here versus south of the border – Tide Free & Gentle, Tide

Coldwater and Tide PODS – and if you think about it, they’re

each “simple” in a different way. You get a Tide clean, but

simplified without dyes and perfumes, or without the high

cost of heating water, or without the mess and measuring of

liquid.

I’m proud to play a part in Tide’s development. Our mission

is to be the “brand of the people” by offering something

that works for every Canadian. It sounds a bit lofty, but to

me it represents our drive to create solutions that work for

everyone, not just a select few.

T I D E ’ S 7 0 T H A N N I V E R S A R Y I N C A N A D A

Shopper Army: Sounds like Canadians are loyal fans of Tide PODS, and we’re not surprised – there are so many variations of the product from Tide PODS Plus Downy, Tide PODS Plus Febreze to Tide PODS with various scents, such as Ocean Mist and Spring Meadow. What’s next?

Rosenbaum: Great question. Unit Dose laundry detergent – of

which Tide PODS is the leader in sales – is now a significant

portion of laundry sales. We know that consumers are

expecting new and even better offerings from Tide PODS,

we’ve just launched Tide PODS Plus Ultra Oxi in January.

It’s a four-in-one product: detergent, stain remover, colour

protector, and built-in pretreaters to fight stains. Those pre-

treaters built right in are awesome. One dose of Tide PODS

plus Ultra Oxi has the cleaning power of six doses of the

leading Oxi detergent.

The special film enables the multi-chamber technology to

dissolve in hot and cold water.

We’re so confident about the newest arrival to the Tide PODS

collection, we’ve already entered it into the 2019 Best New

Product Awards as a nominee. Shopper Army members even

had a chance to try it for themselves!

Here’s what one satisfied Shopper Army member had to say

about the product:

“I have always turned to Tide for tough stains. This time,

Tide has outdone themselves. The new Tide PODS plus Ultra

Oxi detergent works great. It dissolves in both hot and cold

water, it doesn’t leave any residue on my clothing, and it did

a great job getting my clothes clean. I love its 4 in 1 action.

I don’t need to use pre-treatment or stain remover for my

clothes. Everything is included in this little Tide POD. I also

loved the way my clothes smelled after they were washed.

Not only do my clothes come out clean, they also smelled

terrific” –Rated 5 stars. Shopper Army Member.

T I D E ’ S 7 0 T H A N N I V E R S A R Y I N C A N A D A

Shopper Army: Can you tell me more about this major upgrade to Tide’s formula? What is the upgrade and why is it being made?

Rosenbaum: We’ve re-engineered our Original Liquid and

Tide PODS formulas to better meet consumers’ changing

laundry needs. More synthetic clothing — from spandex to

moisture-wicking polyester — is finding its way into laundry

baskets, and not just on workout days. It’s athleisure

clothing, and it presents its own set of unique challenges

when it comes to laundry. These fibres trap and hold onto

bacteria that causes odour much more than natural fibres

like cotton. Our upgraded Tide formulas are designed to

clean away that stuff that other detergents can leave behind.

We also focused on clothes’ appearance with the upgrade:

Tide PODS can rejuvenate even dingy clothes for brighter

brights and whiter whites, wash after wash.

They now have 10 times the cleaning power versus the

leading liquid bargain brand detergent…one dose of Tide

cleans as well as 10 doses of the other stuff. That’s pretty

awesome.

“Canadians trust Tide because of this legacy of superior quality that has remained true throughout the generations.”

– Sam Rosenbaum

Shopper Army: What do you remember about Tide while growing up through the years?

Rosenbaum: Tide was always a staple in my parents’ house.

I’m sure I’m not alone. There’s nostalgia tied to our Tide

products that is woven into the fabric of many Canadians. A

stain removed, a fresh, familiar scent, a memory of mom or

dad teaching you how to do laundry.

Over the years, the big box of powder in the laundry room

made way for a big jug of liquid. Then it turned into single

dose PODS to even better formulas that suit new types of

clothes. We’re continuing to push the envelope on what clean

can mean! Tide has evolved with my family and with many

other Canadians — and I’m looking forward to seeing what’s

next for Tide and the country in the next 70 years to come.

Stay tuned!

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