Levi's, Tide Pair Up at Walmart

Levi Strauss & Co. and Procter & Gamble's Tide have been helping Walmart shoppers cut costs and conserve energy while doing their laundry.
Co-branded pallet displays in Action Alley are instructing shoppers to "save energy & money" by washing Levi's' Signature denim apparel with Tide Coldwater detergent, which is formulated to fight stains and protect colors in cold water. The pallets, which merchandise Signature jeans on one side and Tide Coldwater on the other, began rolling out to Walmart stores in December. (The Levi's Signature line is also sold at Target, Kmart and Meijer.)
The display is part of a national campaign by Signature, Tide and the Alliance to Save Energy, a non-profit coalition that promotes energy efficiency. The campaign provides "ways to save money and energy in 2009," according to press materials. Levi's features additional tips on reducing hot water and energy consumption during laundry on Signature's website, which declares that "up to 80% of the energy used while washing your clothes is used to heat the water."
Walmart stores have been further showcasing Tide products on endcaps stocking concentrated detergent from sub-brands Coldwater, Total Care, Tide with Downy and Tide with Febreze.

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