Tide, America’s leading laundry detergent brand, has announced the launch of Tide evo at SXSW 2024, introducing a revolutionary tile form that aims to redefine the laundry experience. After a decade of development, Tide evo combines design, convenience, and breakthrough innovation to deliver a new level of cleanliness.
Responding to consumer demands for lighter, faster, and simpler laundry solutions, Tide evo represents a significant advancement in laundry care. This new fiber tile form marks a departure from traditional laundry formats, offering a modern solution that aligns with consumers’ preferences for efficiency and sustainability.
Sundar Raman, Chief Executive Officer of P&G Fabric & Home Care, commented, “Tide evo embodies over a decade of research and development, signifying a major advancement in how we approach cleanliness and efficiency in our daily lives.”
Tide evo’s innovative design features tens of thousands of minuscule fibers that activate instantly in water, delivering superior cleaning power. The detergent incorporates six powerful layers of 100 percent concentrated cleaning ingredients in each fiber, making it five times more effective at removing common stains than leading competitive brands.
In addition to its cleaning superiority, Tide evo is manufactured in a facility powered by renewable energy and packaged in Forest Stewardship Council™ certified recyclable paper, reducing its environmental impact. The lightweight tile is designed for cold water washing, enabling consumers to save up to 90 percent energy compared to hot water cycles.
SXSW attendees can experience Tide evo firsthand at Wanderlust in Austin, Texas, from March 8-10. The activation will showcase how Tide evo is made, how it works, and its transformative impact on the laundry category. Tide evo will be available in the Colorado market beginning April 2024, with national availability later in the year.
This announcement marks a significant milestone for Tide and underscores the brand’s commitment to innovation and sustainability in laundry care.