 Logo of the Tide brand | |
| Product type | laundry detergent pod |
|---|---|
| Owner | Procter & Gamble |
| Country | United States |
| Introduced | 2012 |
| Related brands | Tide & Ariel |
| Markets | International (but not worldwide). |
Tide Pods (stylized Tide PODS) are a line of laundry detergent pods from Procter & Gamble under the Tide brand.
Procter & Gamble originally created laundry pods when they launched Salvo powder detergent tablets in 1960, which later disappeared from the market in 1978. [1] In 2000, Proctor and Gamble released Tide Tabs tablets which were filled with powder detergent. Tide Tabs had a tendency to not dissolve completely and worked only in hot water, which led to the product being discontinued in 2002. [2]
Development of Tide Pods began in 2004 and reportedly involved over 75 employees and 450 packaging and design sketches. The film in Tide Pods is a polyvinyl alcohol film developed by MonoSol which is intended to dissolve in any temperature water. The pod detergent is also 10 percent water by volume compared to liquid Tide detergent which is 50 percent water by volume. This was done to prevent the pod from melting from having high water volume. Tide Pods have three chambers, which contain a cleanser, brightener, and fabric softener. The chambers are used to keep each part separated until the pod dissolves in water. [3]
In 2012, Procter & Gamble launched Tide Pods with a $150 million ad campaign which included a television ad at the 84th Academy Awards. The product was very successful in its first year following its launch, with sales of around $500 million in North America, and a 75% market share in the single-dose laundry packet market. [4] [5] [6]
Concern has been raised over children and elderly people with dementia accidentally consuming Tide Pods, as its appearance and packaging design can have the same appeal to a child as hard candy with patterned designs, and be confused as such. [7] [8] In 2012, in response to a child swallowing Tide Pods, Procter & Gamble said they would make this product more difficult to open by adding a double latch to the lid, and have also re-focused their advertising to make clear the product should be out of a child's reach at all times. The packaging was also changed to an opaque orange rather than the original clear plastic gumball machine-type presentation to make them look less enticing. [9]
Ingestion of pods can lead to death in some cases. [10]
Beginning in late 2017 a viral Internet trend, called the "Tide Pod Challenge", emerged on Twitter and various other social media websites, in which participants intentionally ingest detergent pods. [11] Several children and teens have been injured, some severely, from this intentional consumption. [12] The challenge (and subsequent meme) were popularized on Twitter and several people have eaten Tide Pods on camera. [13] One company began making edible replica "pods" and several internet personalities have posted about making edible "Tide Pods". [14]
Tide later partnered with American football player Rob Gronkowski, having him issue the message: "What the heck is going on, people? Use Tide Pods for washing. Not eating. Do not eat." [15]
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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.
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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.
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.
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.