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P&G to launch washing gel that cleans at 15 degrees

by Joe Thomas, Marketing 30-Sep-08, 16:46

LONDON - Procter & Gamble (P&G) will launch its most environmentally-friendly washing gel to date which enables consumers to wash clothes at 15 degrees.

The new product, Ariel Excel Gel, builds on Ariel's Cool Clean campaign, which claims that consumers can save up to 40% of energy by washing at 30 degrees.

Speaking at Marketing's Brands Assembly today at the Hurlingham Club, P&G corporate marketing director UK & Ireland, Roisin Donnelly said: 'We're going even colder, cold is the new hot'.

According to P&G, Ariel's Cool Clean campaign encouraged more than five times as many customers than normal to switch to low-energy washing programmes, with Ariel customers twice as likely as the average consumer to wash at a lower 30 degrees temperature (28% of Ariel customers in 2007 versus 13% of those using other brands).

P&G has a partnership with the Energy Saving Trust, which encourages people to use energy efficiently and reduce their carbon footprints.

Comments

AwallafaShagba - 01/10/2008

Im not sure my washing machine has a 15 degree setting .... Or that most of Britain does. So hows that going to help ?

theONE - 01/10/2008

What about washing your clothes in the local streams and rivers again? Sure that would be close to freezing these days.

jezwaspsrule - 01/10/2008

That's a good idea - I gues that global warming means that the temperature of rivers will rise so you will be able to wash them there. And then you could dry them by beating them on a rock. Perhaps P&G has got an Aerial rock product coming out for this very purpose. Incidentally just recently I saw an old man washing himself in the Grand Union Canal. It was like something from the sub-continent