By  on March 30, 1994

NEW YORK -- Cotton Incorporated and Procter & Gamble are at it again.

P&G is set to unveil its reformulated Tide detergent with Carezyme, a proprietary enzyme designed to enhance the appearance and extend the durability of washable colored cottons.

It's the second marketing agreement with Cotton Inc. in the last 12 months, and this time, retail, apparel and mill people are getting into the act, too.

J. Nicholas Hahn, Cotton Inc.'s chief executive officer, and Keith Grime, P&G's director of product development in its laundry category, provided the details Tuesday at a presentation at Cotton Inc.'s offices here.

Last March, the two firms joined forces to promote another P&G laundry detergent with Carezyme, Cheer With Advanced Color Guard. That event marked the only other time Cotton Inc. has allowed its 21-year-old trademark to be used in conjunction with a non-textile product.

P&G will use Cotton Inc.'s trademark on all packaging, advertising and promotional material for Tide -- P&G's leading brand, with $1 billion in sales. The new Tide is being shipped to retailers nationwide.

In addition, three executives from large users of cotton are appearing on TV, in commercials touting Tide with Carezyme that will appear early next month. They are Jennie Gwilym, vice president, product development, L.L. Bean; Gun Denhart, founder and chief executive officer of Hanna Anderson, a children's wear manufacturer, and Dale Williams, vice president of marketing of WestPoint Stevens.

The three companies will also provide hangtags that suggest using the new Tide.

"Since 88 percent of all washloads are cotton, and Tide is the number-one brand on the market, we think this is a remarkable opportunity for cotton," said Hahn.

Grime said Carezyme was first put in Cheer because the formula for that detergent "accepted Carezyme more easily."

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