“Do It Every Night” Campaign with Sarah
Michelle Gellar and Freddie Prinze Jr. busts dishwashing myths to
help Americans save water & energy
Today, best-selling detergent brand Cascade is launching “Do It
Every Night,” a campaign to encourage water conservation in an
unexpected way: by considering running the dishwasher every night,
instead of washing dishes by hand.
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the full release here:
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Cascade Busts Dishwashing Myths with New
‘Do It Every Night’ Campaign
Recently, the World Resources Institute (WRI) published new data
on water usage. WRI’s findings indicate in-home water usage is
growing at a faster rate than every other sector, including
agriculture and industry. This means more people are using more
water in their homes than ever before. The good news? Each and
every one of us can help reduce water consumption at home through
simple and surprising ways, including the way we clean our
dishes.
Contrary to popular belief, the dishwasher is designed to be
more efficient than the way most of us handwash dishes. According
to Energy Star, certified dishwashers use less than four gallons
per cycle. The sink uses four gallons of water every two minutes.
But just how many dishes do you need to make the dishwasher a more
water efficient choice? In a recent study, Cascade found that the
average person spends 15 seconds handwashing a dish. In that time,
the sink uses half a gallon of water. That’s why running your
dishwasher with as few as eight dishes is all it takes to save
water.
Using the dishwasher can also help you save costs on water and
energy. According to Energy Star, if you are preparing at least two
meals a day for a family of four, you could save more than 75% in
energy and water costs by running your dishwasher instead of
handwashing your dishes. Over the lifetime of the dishwasher,
that’s $1,300 in savings.
“We all want to conserve resources in our daily lives, so
Cascade spends a lot of time finding ways to help families get
clean dishes, more efficiently,” says Martin Hettich, Vice
President of P&G’s North America Home Care business. “While
it’s most efficient to run a full load, we found that most people
wind up hand washing dishes while waiting for the dishwasher to
fill up, unintentionally wasting water. That’s why we think it’s
important for people to know that the dishwasher doesn’t have to be
completely full to be water efficient.”
Cascade knows that a little humor can go a long way to help
inspire change, so the brand is partnering with celebrity couple
Sarah Michelle Gellar and Freddie Prinze Jr. to help debunk
dishwasher myths through an educational and entertaining content
series.
“Freddie and I do a lot of cooking at home,” says Sarah Michelle
Gellar. “We used to feel guilty about running the dishwasher before
it was full, so we’d end up washing dishes by hand, waiting for the
dishwasher to fill up. Now that we know that we can save up to 100
gallons of water a week by skipping the sink and running our
dishwasher at the end of the day, we’re doing it more often to help
save water.”
This campaign is part of Cascade’s ongoing commitment to
advocate for responsible water consumption. Since 1955, North
America’s #1* recommended dishwasher detergent brand has
continually innovated its products and methods to improve
dishwashing and reduce water consumption. In fact, Cascade was the
first brand to create a detergent that allowed people to skip
pre-rinsing dishes before loading them into the dishwasher.
“As we make choices every day to save water in our own homes,
it’s also important for us to find ways to restore water to the
home we share,” says P&G’s Martin Hettich. “That’s why we’re
excited to join the Bonneville Environmental Foundation’s (BEF)
Change the Course Campaign and help restore water to water-stressed
parts of the United States.”
Through this program and partnership, the brand will contribute
millions of gallons of freshwater to critically dewatered rivers
and wetlands in the Western United States.
“To address water scarcity, we need to do two things: conserve
water in our daily lives and restore water to nature,” says Val
Fishman, Chief Development Officer at BEF. “We’re thrilled to
partner with Cascade to support healthy freshwater ecosystems
across the American West. Through Change the Course, Cascade is
significantly contributing to a network of on-the-ground projects
that keep water in rivers and wetlands during times of water
stress.”
To learn more about the campaign, visit CascadeClean.com.
*More dishwasher brands in North America recommend Cascade over
any other automatic dishwashing detergent brand, recommendations as
part of co-marketing agreements.
About Cascade
In 1953, Cascade entered the automatic dishwashing market with
claims of “spotless dishes” to the four percent of households with
dishwashers. The fast-moving world of household innovations was
just in its beginning stages, and Cascade stayed at the forefront
for the next 50 years by developing a range of automatic
dishwashing products perfect for a variety of families, needs, and
lifestyles. Today, with decades of experience and dishwashers in
more than 60-percent of households, Cascade continues to grow,
striving for immaculate dishes every time with its brilliant
automatic dishwashing powders, gels, pacs, and additives.
About Procter & Gamble
P&G serves consumers around the world with one of the
strongest portfolios of trusted, quality, leadership brands,
including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®,
Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®,
Tide®, Vicks®, and Whisper®. The P&G community includes
operations in approximately 70 countries worldwide. Please visit
https://www.pg.com/ for the latest news and information about
P&G and its brands.
About BEF and Change the Course
Bonneville Environmental Foundation (BEF) is an independent
501(c)3 organization with a 21-year successful track record working
with businesses across North America to advance solutions that
ensure our communities, economies and ecosystems have enough clean
water to flourish. BEF’s Change the Course is a first-of-its-kind
initiative that brings together the public, corporations, and
on-the-ground conservation organizations to raise awareness about
freshwater issues, reduce water footprints, and directly support
water restoration projects. Change the Course is the leading
national corporate water restoration and engagement campaign. The
initiative has received contributions from over 60 corporate
sponsors; supported over 55 water projects across 14 U.S. states
and Mexico; and restored over 14 billion gallons of water. Learn
more at Changethecourse.us.
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M Booth Rachel Koggan, 212-539-3248 RachelK@mbooth.com
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