September 2, 2009 - Tide, a laundry detergent brand from Proctor & Gamble, recently launched a new TV ad campaign for its Coldwater line as seen below.

While promoting the benefits of brightening action even at lower temps, Tide has also prominently stated that one can "Save up to $10 on your energy bill with every 100oz. bottle." The finer print explains, "By switching from warm/cold to cold/cold for all loads in a vertical axis washing machine with an electric heater set at 140 deg. F."

Interestingly, not one mention of green or sustainable benefits by doing so, but rather a focus simply on the monetary savings from reduced energy usage. This is understandable since a 30 second spot only has so much time for benefits and creative, and too much info leads to hindered brand recall.