Purex Natural Elements Laundry Detergent

Purex Natural Elements Laundry Detergent

March 20, 2009 12:48 ET

Little Drops, Big Ripples: Canadians are Concerned About What's Going Down Our Drains

New contest launched by Purex Natural Elements to celebrate World Water Day asks families and classes to develop tips for keeping our water clean

MISSISSAUGA, ONTARIO--(Marketwire - March 20, 2009) -

Attn: Assignment, Lifestyle, Environment, Family Editors

Canada's water is clean, pure and pristine and Canadians want to keep it that way. A new national survey conducted by Angus Reid Strategies on behalf of Purex(R) Natural Elements(TM) laundry detergent shows that 91 per cent of Canadians believe that what you put down your drain has an impact on our environment. Yet, only 57 per cent of Canadians say they always think about what they are putting down their drains. Today, Purex Natural Elements laundry detergent launched a national contest to find the best at home tips for preserving our water system with two prizes, one for Canadian families and one for teachers and their classes. And to celebrate World Water Day, every entry received helps give a child in another country clean water.

"Every little drop, every little action, can create a big ripple to help keep our waters clean," said Roxanne Gregory, Brand Manager, Henkel Consumer Goods Canada Inc. "That's why Purex Natural Elements is formulated to biodegrade in 28 days. Canada has more lakes than anywhere else in the world and we want Canadians to share their everyday tips to help protect this precious resource."

Canadians expect clean water every time they turn on the tap

The majority of Canadians believe that our water is a natural resource that needs to be taken care of, with 86 per cent of Canadians agreeing that we are lucky because we have such an abundance of water as a resource. Almost all Canadians, 94 per cent, expect fresh clean water to come out every time they turn on their water tap.

Almost half of all Canadians, 47 per cent, believe that our water is a cheap natural resource and almost one-fifth of Canadians, 19 per cent, believe that Canada has an endless supply of water.

Training Our Brains about Water and Drains

"Our survey found that almost all Canadians, 96 per cent, believe that it is important to teach our children about the ways to protect our water system," said Ms. Gregory. "And 97 per cent of Canadians believe that parents should set an example for their children with the way they treat Canada's water resources. That's why we want families to tell us what they can do at home to keep our water clean."

Teachers can also enter their classes' suggestions at www.purexnaturalelements.ca and download resources for educating students about the connection between what goes down the drain at home and how it affects our environment.

Little Drops, Big Ripples Contest

The Little Drops, Big Ripples: Keeping our Natural Resource Clean, Pure, Pristine contest was launched today for World Water Day on March 22, and will run until May 22, 2009. There are two prizes: one for families and one for teachers and their classes.

To enter the contest, log onto www.purexnaturalelements.ca and follow the on-screen instructions to submit your tip. How do you stay aware of what you are pouring down your drain? How do you teach your children to treat our water with respect? What is your family doing to keep our water resources clean and pristine? For every entry received, Purex will make a donation to the Clean Water project, a Free the Children charity program that supports the construction of wells and clean water and sanitation systems in developing communities around the world. That means children and their families have access to clean water, and young girls have a chance to go to school rather than spend their day looking for water to take home to their families, their traditional chore.

One grand prize winning family will receive a prize package designed to make doing laundry easier, more efficient and water friendly with a new high-efficiency front-loading washer and natural gas dryer, plus a one year supply of Purex Natural Elements laundry detergent.

One lucky grand prize winning class will receive an unforgettable presentation by Craig or Marc Kielburger, the two Canadian brothers that founded the Free The Children charity and the Me to We social enterprise. Craig and Marc are considered to be two of the world's leading figures in corporate social responsibility, social activism and youth empowerment. In addition, every teacher that registers a class for the contest will be entered into a draw for a monthly prize of $150 worth of classroom resources.

Purex Natural Elements

First launched in 2008, Purex Natural Elements laundry detergent was designed to deliver the same cleaning benefits as regular detergents in a more natural formulation that costs the same or less than regular brands. Made with naturally sourced cleaning ingredients, natural fragrance extracts and naturally softened water, it is hypoallergenic, free of dyes, and has no harmful phosphates. With a formulation that biodegrades in 28 days, it's safe for both home and cottage septic systems. A new HE formula has just been launched to work specifically with the more environmentally-friendly, high-efficiency front load washers. Its 2X UltraConcentrate formula means that half the amount of regular detergent needs to be used per load, creating less packaging, and less waste. Purex Natural Elements is recognized by the U.S. Environmental Protection Agency and received recognition from the Design for the Environment (DfE) program. Purex Natural Elements is available in four scents made with natural fragrance extracts: linen & lilies(TM), cherry blossoms & vanilla, apple & melon and new HE lilac & white lavender. Look for Purex Natural Elements at your local grocery, mass, drug, specialty and club retailer in 1 litre, 2.95 litre and 4.43 litre sizes.

About Henkel

"Henkel - A Brand like a Friend." Henkel is a leader with brands and technologies that make people's lives easier, better and more beautiful. Henkel, a Fortune Global 500 company, operates in three strategic business areas - Home Care, Personal Care, and Adhesives, Sealants and Surface Treatment. In North America, Henkel markets a wide range of well-known consumer and industrial brands, including Dial(R) soap, Purex(R) laundry detergent, Right Guard(R) antiperspirants, got2b(R) hair gels, LePage(R), Duck(R) brand duct tape, and Loctite(R) adhesives. In fiscal 2006, Henkel generated sales of 12.740 billion euros or 17.634 billion Canadian dollars. More than 50,000 employees work for Henkel worldwide. People in approximately 125 countries around the world trust in brands and technologies from Henkel.

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