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Tide Celebrates 75 Years

The essential home care brand’s story begins in the 1930s.

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By: Melissa Meisel

Tide is celebrating 75 years of innovation.This essential home care brand’s story begins in the 1930s, when a P&G scientist was quietly working on a cleaning agent called Project X, that he believed had great potential to revolutionize how families washed clothes. 
 
Called “The Washday Miracle” Tide promised to wash laundry cleaner than soap in less time-a bold claim made by a company whose livelihood relied on soap. This meant that during the height of WW2, Tide helped give women the extra time that was needed for them to enter the workforce. 
 
Since its inception, Tide has driven innovation in direct response to its customer’s needs and has a proud history of “firsts” including: first liquid detergent, first detergent with bleach and the first Tide To Go Pen, to name a few. Recent developments for Tide were recently explored in Happi.
 
“Tide was created because one scientist believed there was a great potential to revolutionize how families washed clothes,” said Amy Krehbiel, brand VP of North American laundry for Procter & Gamble. “For the last 75 years, we have kept that mentality and strive to create products with people in mind. We are always looking for ways to help how families wash, and anticipate their washing needs.” 
 

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