 | |
| Product type | Laundry detergent |
|---|---|
| Owner | Procter & Gamble |
| Country | U.S. |
| Introduced | 1946 [1] |
| Related brands | |
| Markets | Worldwide |
| Website | www |
Tide is an American brand of laundry detergent manufactured and marketed by Procter & Gamble. Introduced in 1946, it is the highest-selling detergent brand in the world, with an estimated 14.3 percent of the global market. [2]
The household chore of doing the laundry began to change with the introduction of washing powders in the 1880s. These new laundry products were pulverized soap. New cleaning-product marketing successes, such as the 1890s introduction of the N. K. Fairbank Company's Gold Dust washing powder (which used a breakthrough hydrogenation process in its formulation), [3] and Hudson's heavily advertised product, Rinso, [4] proved that there was a ready market for better cleaning agents. Henkel & Cie's "self-activating" (or self bleaching) cleaner, Persil; (introduced in 1907); [5] the early synthetic detergent, BASF's Fewa (introduced in 1932); and Procter & Gamble's 1933 totally synthetic creation, Dreft (marketed for use on infant-wear) [6] —all indicated significant advances in the laundry cleaning product market.
The detergent business was further revolutionized with the discovery of the alkylbenzene sulfonates, which, when combined with the use of chemical "builders", made machine washing with hard water possible. [6] This presented Procter and Gamble with the opportunity to create a product such as Tide.
Tide Pod Dry Cleaning is the name of a 24/7 dry cleaning and laundry service with hundreds of locations across Chicago, Philadelphia, Denver, Washington D.C., Boston, Cincinnati, Dallas, Nashville and Charlotte. [7]
The original Tide laundry detergent was a synthetic designed specifically for heavy-duty, machine cleaning (an advance over the milder cleaning capabilities of Fewa and Dreft detergent brands).
Tide was first introduced in U.S. test markets in 1946 as the world's first heavy-duty detergent, with nationwide distribution accomplished in 1949. Tide claimed it was "America's Washday Favorite". Authority was quickly gained in the U.S. detergent market, dwarfing the sales of Ivory Snow; and accelerating the demise of two of its main competing products, Rinso and Gold Dust Washing Powder, both then Lever Brothers brands. These other brands came in the more familiar soap-powder and soap-flake forms. Tide, however, came shaped like a white powdered bead. The line was expanded to include an orange-tinted clear liquid form in 1984. Today, most formulations of liquid Tide, both concentrated and regular, are dark blue, with the exception of "Tide Free", which is clear.
In 2006, the development of Tide was designated an ACS National Historic Chemical Landmark in recognition of its significance as the first heavy-duty synthetic detergent. [8]
As of January 2013 [update] , Tide has more than 30% of the liquid-detergent market, with more than twice as much in sales as the second-most-popular brand Gain, although it costs about 50% more than the average liquid detergent. [9]
For the company's national and international experience in sustainable development, and eco-friendly products, the Environment Possibility Award conferred the "Environmental Heroes of the Year" to Tide in 2020. [10]
In some areas, Tide has become such a hot commodity item, that criminals steal it from stores to resell. Police call the detergent "liquid gold" on the black market and it has been known to be traded or sold for illegal drugs. [11]
In a 2009 survey, consumers ranked Tide among the three brands they would least likely give up during the Great Recession. [11] The Tide trademark is an easily recognized, distinctive orange-and-yellow bulls-eye. This original logo was designed by Donald Deskey, an architect and famous industrial designer. The logo was slightly modified for the product's fiftieth anniversary in 1996, and remains in use today.
Tide was the first product to be nationally packaged using Day-Glo colors—strikingly eye-catching when first introduced in 1959. [12]
The Tide brand is on at least six powders and liquid detergents in the United States.
Tide is marketed under various sub-brands, such as 2× Ultra Tide. [13] In the late 1960s and early 1970s, it was branded as Tide XK (for Xtra Kleaning), [14] but it was rebranded simply as Tide later.
An addition to the Tide family, Tide Coldwater was formulated to remove stains while saving energy because it does not require hot or even warm water. [13] Tide Free is marketed as being free from dyes or perfumes. [15] Tide-To-Go is a product packaged in a pen-like format and intended to remove small stains on the spot, without further laundering. [13]
In Puerto Rico, [16] the Tide formula is marketed under the name Ace.
Since 2012, Tide has sold Tide Pods, a line of laundry detergent pod, making an estimated 15% of sales. [17] [18] In late 2017, an Internet meme was popularized around the concept of eating Tide Pods [19] and, as a result, people attempted the extremely dangerous "Tide Pods Challenge". [20]
Tide has sponsored several NASCAR stock cars, notably the Chevrolet "Tide Ride" driven by Darrell Waltrip as #17 for Hendrick Motorsports. The relationship lasted from 1987 to 1990 and won the 1989 Daytona 500. [21] [22] Waltrip left the team to form his own team.
Tide then sponsored Ricky Rudd in the #5 car after Levi Garrett left Hendrick. Rudd drove for Hendrick until 1993, when he left the racing team, also to form his own team and taking the Tide sponsorship. Rudd Performance Motorsports ran from 1994 to 1999 and won the 4th Brickyard 400 in 1997. After Rudd became winless in his first time in 17 seasons, Tide left Rudd after being lured by Calvin Well's new team PPI Motorsports. The new team's number was 32, which the sum of 17, 5, and 10. Scott Pruett was the first driver but after DNQing 6 times and no Top 10s, Ricky Craven took over in 2001 and responded with a win at Martinsville Speedway. He went winless in 2002, but one year later, he won the closest race in NASCAR history at Darlington in the Carolina Dodge Dealers 400, rubbing with Kurt Busch for laps and with a margin-of-victory of 0.002 seconds. [23] After no Top 10s halfway through the 2004 season, Craven left PPI and was replaced by Bobby Hamilton Jr. for 2004 and 2005. Travis Kvapil ran for PPI in 2006 but with four DNQs. [24]
Tide left the sport before it was going to sponsor one of Well's proposed Toyota teams in 2007. Tide was on Kevin Harvick's truck a few times, but Kroger was also promoting the car. Tide made its Cup series return in September 2016, when it sponsored Matt Kenseth's No. 20 car for a Darlington tribute scheme. [25] Tide extended their sponsorship to Joe Gibbs Racing to three races in 2017. [26]
A detergent is a surfactant or a mixture of surfactants with cleansing properties when in dilute solutions. There are a large variety of detergents, a common family being the alkylbenzene sulfonates, which are soap-like compounds that are more soluble in hard water, because the polar sulfonate is less likely than the polar carboxylate to bind to calcium and other ions found in hard water.
Rinso is a brand name of laundry soap and detergent marketed by Unilever. The brand was created by Robert Spear Hudson and originally branded Hudson's Soap, which was sold to Lever Brothers of Port Sunlight, England, in 1908. It was introduced in the United States by Lever Brothers Company in 1918.
Ivory is an American flagship personal care brand created by the Procter & Gamble Company (P&G), including varieties of white and mildly scented bar soap that became famous for its claim of purity and for floating on water. Over the years, the brand has been extended to other varieties and products.
Dreft is a laundry detergent in the United States, Canada, United Kingdom and other markets. First produced by Procter & Gamble in 1933, it was the first synthetic detergent. The Fairy brand of washing-up liquid and Cascade brand of dishwasher detergent are also sold under the name "Dreft" in some countries, including the Netherlands and Belgium. In Canada, the laundry detergent is sold under the brand name Ivory Snow.
Zest is an American brand of soap and body wash owned by High Ridge Brands for the United States, Canada and Puerto Rico and by Unilever for the rest of the world. It was originally introduced by Procter & Gamble in 1955 with the slogan "For the first time in your life, feel really clean."
Daz is the name of a laundry detergent on the market in the United Kingdom and Ireland. It was introduced in February 1953. It is manufactured by Procter & Gamble and is lower priced than P&G's main brand, Ariel. Aggressively marketed, it is associated in popular culture with the "Daz Doorstep Challenge" series of commercials, which saw various 'hosts' including Danny Baker, Shane Richie and Michael Barrymore surprising house occupiers by asking them to put Daz to the test against a rival detergent. The advert was spoofed by Dom Joly in the British sketch series Trigger Happy TV and in a John Smith's advertising campaign featuring Peter Kay. From 1999 to 2002 Julian Clary was the face of Daz laundry detergent, one of the first of his advert campaigns being a "Wash Your Dirty Linen in Public" roadshow with Daz Tablets.
Fairy is an international brand, primarily used for washing up liquid and dishwasher detergent, owned by the American multinational consumer products company, Procter & Gamble. The brand originated in the United Kingdom in 1898 and is now used on a number of P&G products in various markets.
Henkel AG & Co. KGaA, commonly known as Henkel, is a German multinational chemical and consumer goods company headquartered in Düsseldorf, Germany. Founded in 1876, the DAX company is organized into two globally operating business units and is known for brands such as Loctite, Persil, Fa, Pritt, Dial and Purex.
Ajax is an American brand of household cleaning products and detergents made by Colgate-Palmolive and Awesome Products Inc.
Laundry detergent is a type of detergent used for cleaning dirty laundry (clothes). Laundry detergent is manufactured in powder and liquid form.
Biz Stain & Odor Eliminator is an enzyme-based, oxygenated and color-safe bleach, detergent booster and pre-treater for laundry stains, sold in both liquid and powder form. It is an enzyme-based bleach that can break down proteins.
A soap substitute is a natural or synthetic cleaning product used in place of soap or other detergents, typically to reduce environmental impact or health harms or provide other benefits.
Laundry detergent pods are water-soluble pouches containing highly concentrated laundry detergent, softener and other laundry products. Notable brands of these packs include All, Arm & Hammer, Gain, Purex, Persil, Rinso and Tide. They first became popular in February 2012 when they were introduced by Procter & Gamble as Tide Pods.
Lestoil is a registered trade name of Clorox for a heavy-duty multipurpose cleanser product, used to remove extremely difficult laundry stains, dissolve water-based and oil-based paints, and clean grease, oil, paint, and adhesives from floors and surfaces. It was introduced as a dry cleaning fluid for laundry in 1933. As a company, Lestoil, also known as the Adell Chemical Company, also made Bon Ami, from 1964 until 1971.
Dishwasher detergent is a detergent made for washing dishes in a dishwasher. Dishwasher detergent is different from dishwashing liquid made to wash dishes by hand.
Like most detergent products, Tide Pods, a laundry detergent pod sold by Procter & Gamble (P&G) since 2012, can be deadly if ingested. Media reports have discussed how children and those with dementia could mistake laundry pods for candy and endanger their health or life by consuming them, and they were named an emerging health risk by the Centers for Disease Control and Prevention in 2012. Between 2012 and 2013, poison control centers reported over 7,000 cases of young children eating laundry pods, and ingestion of laundry pods produced by P&G had resulted in six deaths by 2017. In response to the dangers, P&G changed Tide Pod containers to an opaque design, introduced warning labels, and added a bitter-tasting chemical to the pod contents.
Tide Pods are a line of laundry detergent pods from Procter & Gamble under the Tide brand.
Salvo was an American laundry detergent of the mid 20th century. It was made in the form of large beveled discs of compressed powdered laundry detergent that could be chucked directly into the washing machine. It was the first such product, and thus the precursor of the detergent pods of the later 20th century and 21st century.
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