Tide Unveils Updated Formula in 'Safe for Stuffies' Campaign
Procter & Gamble promoted the reformulation of its Tide Free & Gentle laundry detergent earlier this month with a campaign that not only reminded consumers that it is safe for sensitive skin and delicate fabrics, but engaged them in a first-of-its kind initiative to give back.
The inaugural "Safe for Stuffies" effort highlighted "worry-free washing" and invited families across the Cincinnati tri-state area, home to Procter & Gamble's headquarters, to donate their gently used stuffed animals between June 18 and June 25.
Designated drop-off locations in stores promoted the effort and communicated to shoppers that all donated items were being professionally washed with Tide Free & Gentle and redistributed to families experiencing housing insecurity, crisis and transition.
The campaign was created in partnership with Recess Therapy, a web series known for its candid conversations with kids on the playground, and benefitted families through the Brooklyn-based nonprofit, Expecting Relief.
Each donation box included a QR code that shoppers could scan on-site to receive a $3 coupon for Tide Free & Gentle. Collection locations and participation details were shared through Tide's official social media channels.
"We know the delicate items people love most are often the ones they worry most about washing," Kimberly Romine, fabric care scientist at Tide, said in a news release. "Tide Free & Gentle has always been designed to deliver a gentle, effective clean, and now we've enhanced it with an improved formula. Through 'Safe for Stuffies,' we are demonstrating how the formula performs beyond lab testing by safely cleaning every donated item and showing families they can trust it with what they love most."
In addition to the stuffed animal collection and redistribution effort, Tide will donate thousands of Free & Gentle detergent bottles to Expecting Relief to help provide families with access to sensitive-skin laundry care products for everyday use.
"At Recess Therapy, we spend a lot of time listening to kids, and one thing that's always clear is how much comfort, security and meaning they attach to the things they love, especially their stuffed animals," said Julian Shapiro-Barnum, host of Recess Therapy. "Tide's 'Safe for Stuffies' takes something simple, caring for a beloved toy, and turns it into an opportunity to bring that same comfort to children facing difficult circumstances."
Tide encouraged consumers to visit the P&G website and TideLaundry on TikTok and Instagram for campaign updates, cleaning tips and product insights.
