Tide (brand)

Last updated
Tide Logo RGB 2014.png
Tide Detergent - Tight (48089718446).jpg
Product type Laundry detergent
Owner Procter & Gamble
Introduced1946;74 years ago (1946) [1]
Related brands
  • Tide Pods
  • Ace (Puerto Rico and almost whole Latin America, except Ecuador and Panama)
  • Alo (Turkey)
  • Vizir (Poland)
  • Fab (Hong Kong, Malaysia and Singapore)
  • Daz (UK)
Website www.tide.com
Tide products in Mainland China TideDetergentChina.jpg
Tide products in Mainland China

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.


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. Each year, Tide researchers duplicate the mineral content of water from all parts of the United States and wash 50,000 loads of laundry to test Tide detergent's consistency and performance.[ citation needed ]

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. [7]

As of January 2013, 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.[ citation needed ]

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. [8] [9]


In a 2009 survey, consumers ranked Tide among the three brands they would be least likely to give up during the Great Recession. [8] 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. [10]

The Tide brand is on at least six powders and liquid detergents in the United States.

Product line

Tide is marketed under various sub-brands, such as 2x Ultra Tide. [11] In the late 1960s and early 1970s, it was branded as Tide XK (the XK standing for Xtra Kleaning), [12] 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. [11] Tide Free is marketed as being free from dyes or perfumes.[ citation needed ] Tide-To-Go is a product packaged in a pen-like format and intended to remove small stains on the spot, without further laundering. [11]

In Puerto Rico [13] and elsewhere in Latin America, the Tide formula is marketed under the name Ace[ citation needed ] (except in Ecuador and Panama, where it is sold under the Tide brand name)[ citation needed ] In Turkey, Tide is branded as Alo.[ citation needed ] In Poland, it is sold as Vizir. In Hong Kong, Malaysia, and Singapore, it is sold as Fab, a brand acquired in 2006 [14] from Colgate-Palmolive.

Tide is sold in the UK as Daz, Vizir in Poland and France and Tide in Russia they have the marking "Daz/Vizir/Tide" on the back of the pods and bear the same distinctive blue pod design. This is not the same Tide pods as sold in North America given the difference in color of the pods.

Since 2012, Tide has sold Tide Pods, a line of laundry detergent pod, making an estimated 15% of sales. [15] [16] In late 2017, an Internet meme was popularized around the concept of eating Tide Pods [17] and, as a result, people attempted the extremely dangerous "Tide Pods Challenge". [18]


The "Tide Ride", driven by Ricky Rudd at Pocono Raceway in 1997 RickyRudd1997Pocono.jpg
The "Tide Ride", driven by Ricky Rudd at Pocono Raceway in 1997

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. [19] [20] 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 1994–1999 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. [21] 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. [22] 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. [23] Tide extended their sponsorship to Joe Gibbs Racing to three races in 2017. [24]

Related Research Articles

Detergent surfactants with cleansing properties, even in dilute solutions

A detergent is a surfactant or a mixture of surfactants with cleansing properties in dilute solutions. These substances are usually alkylbenzene sulfonates, a family of compounds that are similar to soap but 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 S 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.

Persil brand of laundry detergent

Persil is a German brand of laundry detergent manufactured and marketed by Henkel around the world except in the United Kingdom, Ireland, France, Latin America, China, Australia and New Zealand, where it is manufactured and marketed by Unilever. Persil was introduced in 1907 by Henkel. It was the first commercially available "self-activated" laundry detergent. The name was derived from two of its original ingredients, sodium perborate and sodium silicate.

Ariel (detergent) Laundry detergent trademark

Ariel is a British brand of laundry detergents, the manufacturer owned by the American company Procter & Gamble. It is the flagship brand in Procter & Gamble's European, Algerian, Burmese, Turkish, Chinese, Indian, Pakistani, Japanese, Filipino, Mexican, Brazilian, Chilean, Argentinian, Peruvian, Ecuadorian, Colombian and Venezuelan portfolios. In some U.S. stores, Mexican Ariel is available. Additionally, Ariel is also known as Dynamo in Malaysia and Singapore.

OxiClean line of household cleaners created by Orange Glo International

OxiClean is a line of household cleaners, including OxiClean Versatile Stain Remover, which is a laundry additive, spot stain remover, and household cleaner marketed by Church & Dwight. It was formerly owned by Orange Glo International from its introduction in 1997 until it was acquired in 2006.

Dreft trademark

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 dishwashing detergent are also sold under the name "Dreft" in some countries, including the Netherlands and Belgium. In Canada, it is called Ivory Snow.

Daz (detergent) Laundry Detergent

Daz is the name of a laundry detergent on the market in the United Kingdom and Ireland and 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.

Sunlight (cleaning product) brand of household soap

Sunlight is a brand of dishwashing detergent manufactured and marketed around the world by Unilever, except in the United States and Canada, where it has been owned by Sun Products since 2010.

Fairy (brand) dishwashing liquid

Fairy is a British brand of washing-up liquid, the manufacturer owned by the American company Procter & Gamble. the West Thurrock factory, in England. Fairy liquid is traditionally green, prompting the well-known advertising jingle "Now hands that do dishes can feel as soft as your face with mild green Fairy Liquid".

Henkel worldwide chemical and consumer goods company headquartered in Germany

Henkel AG & Company, KGaA, is a German chemical and consumer goods company headquartered in Düsseldorf, Germany. It is a multinational company active both in the consumer and industrial sector. Founded in 1876, the DAX 30 company is organized into three globally operating business units and is known for brands such as Loctite, Persil, Fa, Dial and Purex, amongst others.

Ajax (cleaning product) Brand of cleaning products

Ajax is a brand of household cleaning products and detergents made by Colgate-Palmolive. The brand is also licensed by Colgate-Palmolive in the United States, Canada and Puerto Rico.

Laundry detergent Type of detergent used for cleaning laundry

Laundry detergent, or washing powder, is a type of detergent used for cleaning laundry. Laundry detergent is manufactured in powder and liquid form.

Dishwashing liquid Detergent used for cleaning dishes

Dishwashing liquid, known as dishwashing soap, dish detergent and dish soap, is a detergent used to assist in dishwashing. It is usually a highly-foaming mixture of surfactants with low skin irritation, and is primarily used for hand washing of glasses, plates, cutlery, and cooking utensils in a sink or bowl. In addition to its primary use, dishwashing liquid also has various informal applications, such as for creating bubbles, clothes washing and cleaning oil-affected birds.

Laundry ball product used as a substitute for laundry detergent

A laundry ball or washing ball is a product promoted as a substitute for laundry detergent. Producers of laundry balls often make pseudoscientific claims about how these balls work and exaggerate the extent of their benefits.

Traditionally, soap has been made from animal or plant derived fats and has been used by humans for cleaning purposes for several thousand years. Soap is not harmful to human health but, like any natural or unnatural surfactant, it does have the potential to cause environmental harm by forming a surface film that impedes the diffusion of oxygen into the water if it is added to an aquatic environment faster than it can biodegrade.

Laundry detergent pod water-soluble pouches which contain laundry detergent or other laundry products

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 and Tide. They first became popular in February 2012 when they were introduced by Procter & Gamble as Tide Pods.

Consumption of Tide Pods Internet meme

Consumption of Tide Pods is the act of ingesting laundry detergent pod Tide Pods. Tide Pods are a line of laundry detergent pods from Procter & Gamble's Tide brand, which can be deadly if ingested, and which have been labeled as a health risk by the Centers for Disease Control and Prevention. There have been numerous media reports discussing how children and those with dementia could endanger their health or life by consuming the pods, mistaking them for candy. Between 2012 and 2013, poison control centers reported over 7,000 cases of young children eating laundry pods, and ingestion of Procter & Gamble laundry pods had resulted in six deaths by 2017. In response to the dangers, Procter & Gamble changed Tide Pod containers to an opaque design, introduced warning labels and added a bitter tasting chemical to the pod contents.

Tide Pods A brand of laundry detergent pods under the Tide brand

Tide Pods are a line of laundry detergent pods from Procter & Gamble under the Tide brand. The pods gained notoriety starting in 2017 when social media sites began to show people intentionally eating them.


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Further reading