Tide: Now That's Cold

Tide (laundry detergent brand of Proctor & Gamble) has recently launched a detergent specifically designed for cold water usage. In other words, even white clothes that normally go in hot water can now be done in cold water.

The commercials cite the monetary savings from not heating water for every wash, a smart move in this economy. As Sustainable Life Media points out, this also has environmental benefits.

The major laundry brands have all developed cold water-specific detergents for developing countries where availability of hot water is spotty or non-existent. Could this be an example of innovation transference from emerging markets to the US?