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Marketing Daily reports that Procter & Gamble has “unveiled plans for a major public awareness campaign called Future Friendly that will encourage consumers to save energy, waste and water ... It will also tout brands such as Tide laundry detergent, Pampers diapers, Duracell batteries and PUR water purifiers.

"We're trying to educate mainstream consumers on how to conserve natural resources in their homes," Melanie Healey, P&G's group president for North America, tells Marketing Daily, which reports that “Tide Coldwater detergent, for example, will be promoted as saving energy because it's made to be used in cold water.”
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