For the launch of its new eco-friendly detergent, Purclean, Tide has named Nelly Furtado an advocate for its campaign with WWF-Canada.

Tide has teamed up with Canadian singer-songwriter, Nelly Furtado, to introduce the brand’s new partnership with WWF-Canada in support of its Count for Nature movement. From 18-30 November, action-inspired tweets from the public will see a dollar donated to the campaign’s cause.

With a 65 percent bio-based formula, Tide Purclean cleans as well as its Original Liquid at stain removal, whiteness, colour care, and in energy-saving cold water. The detergent is produced at a zero manufacturing waste to landfill facility using 100 per cent renewable wind power electricity.

“Tide Purclean is important in our journey to create detergents that help consumers make sustainable choices. The product is hypoallergenic and free of dyes, chlorine, and phosphates—and is made using renewable energy sources,” said Corinne Durieu, Fabric Care Communications Manager at P&G Canada.

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