THE ORIGINAL
“WASHDAY MIRACLE”

Tide to was released to the public on January 21, 1946 by Procter & Gamble marketed as a "washday miracle.” Tide has since then become the highest-selling detergent brand in the world, with an estimated 14.3 percent of the global market. Originally sold in  a box typically costing around 37 cents. It was marketed as a household necessity, a multi-purpose product for both laundry and dishes. Advertisements were solely focused on its cleaning power as it did not have any added scent. 

A box of Tide laundry detergent with a bright orange and yellow background, large black and white Tide logo, and the slogan 'For Cleaning You Can Count On'.
Vintage advertisement for Tide laundry detergent promoting its ability to clean clothes more effectively than soap. Features an illustration of a woman hanging laundry on a clothesline with a bright yellow background.

THE RISE OF AMERICA’S
LEADING DETERGENT

Before Tide, most laundry detergents were soap-based and often struggled to clean effectively in hard water. Scientists at Procter & Gamble, led by David “Dick” Byerly, developed a new formula by adding a “builder” called sodium tripolyphosphate. This ingredient made Tide a heavy-duty detergent that cleaned clothes more effectively, even in hard water conditions. Tide was especially popular at the date of release because washing machines were becoming more and more popular. This combination helped make Tide one of the most successful and recognizable laundry brands in the world, by 1949, it achieved nationwide distribution and became the leading laundry detergent in the United States and still is.

The image shows a colorful logo with the word 'Tide' in blue capital letters, set against an orange circle with a yellow outer ring.
Retro advertisement for Tide laundry detergent emphasizing that it is the cleanest, whitest, and brightest wash. Illustrated woman holding a box of Tide with a cheerful expression. Additional cartoon and text promoting Tide's cleaning power over other laundry products.
A bottle of Tide original scent laundry detergent with a blue cap, orange bottle, and yellow label featuring the Tide logo and product information.
Vintage advertisement for Tide laundry detergent featuring a woman cheering with clothes in her hands, a box of Tide detergent, and promotional text highlighting its cleaning power, mildness, safety, and stain removal capabilities.