Building on the strong foundation of a multi-year partnership, Samsung Electronics and Procter & Gamble launched the “Tide POD Cold” wash cycle on Samsung washers, making cold-water energy saving a convenient and effective reality for consumers across North America.

This type of joint innovation was made possible through close collaboration between two leaders in their respective industries. For example, Samsung continues to develop washer innovations with notable examples including AI Energy Mode, which allows consumers to save energy.

To delve deeper into this collaboration, we sat down with Sung Dae Lee, Head Engineer from the Digital Appliance (DA) Business at Samsung Electronics, and Jon Powell, Senior Director of Fabric Care Research & Development at P&G to get their thoughts on this cross-border, cross-time zone initiative. Below are some of the highlights from the interview:

Q: How did this collaboration come about?

Sung Dae Lee: The collaboration between Samsung and P&G has its origins in a simple idea. How can we deliver a superior cleaning experience when using cold water? The product developers at Samsung, together with P&G scientists, discovered that by combining key elements of Samsung’s hardware and software technology together with Tide’s unique formulation, laundry could be washed in cold water while still delivering excellent cleaning performance.

Q: Can you tell us about the synergy of this collaborative process?

Jon Powell: The collaboration involved technical synergy between P&G and Samsung, with both companies working together to design the Tide POD Cold cycle. This involved understanding the parameters of the Samsung machines and how the detergent chemistries interacted with those parameters to deliver optimal performance.

Sung Dae Lee: The Samsung washing machine with AI Energy Mode reduces electricity consumption for heating water, while the Tide POD Cold cycle ensures effective cleaning in cold water. Both companies prioritize energy conservation, which enhances our synergy.

Q: Can you tell us more about the formulation of Tide detergent? What makes Tide so effective, even in cold water?

Jon Powell: Tide detergent formulation incorporates special ingredients such as polymer systems to make it effective, even in cold water. Tide uses specially designed surfactants to help lift and remove soils, and these are especially effective at greasy food stain and body soil removal. Proprietary enzymes, which remain stable and effective at low temperatures, help remove specific types of stains like chocolate, toothpaste and grass stains. Polymer systems ensure that everything removed from the clothes gets suspended in the wash water and does not redeposit on the clothes.

To validate the performance of the new Tide POD Cold cycle, P&G performed certification testing. Stain removal tests were conducted using Samsung machines to compare the relative amount of stain removal between the normal cold cycle, the Tide POD Cold cycle, and the normal warm cycle.

Q: Were there any characteristics specific to the U.S. market or its users that were emphasized during development?

Sung Dae Lee: Generally speaking, U.S. consumers prefer shorter washing machine cycles, so we focused on achieving effective cleaning in cold water without increasing wash time. As a result of these efforts, the Tide POD Cold cycle only takes three minutes longer than the Normal cycle, while still delivering outstanding cleaning performance.

Q: What are your thoughts about Samsung’s laundry technology?

Jon Powell: Samsung has great machines, and their engineers have a deep understanding of designing machines that are easy to use and provide a high level of customization for consumers through AI. The LCD screen not only allowed for convenient product control but also provided easy access to various services such as the internet and YouTube. Samsung has designed a user experience that makes laundry easy and accessible for consumers.

Q:Please tell us more about P&G’s Tide Cold Certified program.

Jon Powell: The Tide Cold Certified program was launched to encourage more loads to be done in cold water. P&G aims to work with partners, such as Samsung, to provide an excellent wash performance, even when using cold water. Readers can learn more about the Tide Cold Certified program on the official website.

Q: Any final comments that you would like to share regarding the partnership, including your future vision or aspirations?

Sung Dae Lee: This experience has further encouraged Samsung to view consumer needs from many different perspectives and strive to deliver the most satisfying experiences possible.

Jon Powell: The partnership between P&G and Samsung is just getting started. The shared vision of both companies to deliver superior consumer experiences every day provides opportunities for future collaboration and innovation.

Together with P&G, Samsung shares a common vision to improve the consumer laundry experience through the power of innovation and collaboration. This partnership highlights how two global leaders are working together to provide more value to our consumers.

1 Available on select Samsung laundry machines in North America

Samsung Electronics Co., Ltd. today announced its latest home appliance lineup at a series of special launch events, ‘Welcome to ‘BESPOKE AI’[1], held in New York City, Seoul and Paris. Samsung shared its vision for enhancing the holistic home experience through interconnectivity among its products, showcasing how artificial intelligence (AI) enhances the performance of appliances.

Jong-Hee (JH) Han, Vice Chairman, CEO and Head of Device eXperience (DX) Division at Samsung Electronics, highlighted how Samsung home appliances not only perform well with the usual tasks but can do more than previously imagined with the use of AI. “Since the first introduction of BESPOKE in 2019, Samsung Electronics has presented to the market on how appliances can be customized to best fit each user’s home and lifestyle,” said JH Han. “Five years later, we now share our vision for AI in appliances with the products that expand the Bespoke legacy through enhanced connectivity and AI capabilities that will take the consumer experience to the next level.”

Bespoke AI Appliances Sync to Create New Experiences in Various Home Spaces

With built-in Wi-Fi, internal cameras, AI chips and compatibility with the SmartThings application, Samsung’s latest Bespoke AI appliances come with enhanced features and connectivity to lay the foundation for a truly smart home. Also, the new AI Home, a connected 7-inch LCD display that has been added to multiple products, provides intuitive, easy access and control over the whole connected ecosystem.

The AI Home includes 3D Map View, a feature that provides users with a full 3D view of the house, allowing them to easily locate and control their connected appliances Users can also receive calls coming to their phones through the AI Home, allowing them to answer calls while, for example, continuing the housework they were doing. Moreover, the AI Home makes housework more enjoyable as well. Users can play their favourite songs, watch videos on the Internet app, or refer to recipes on the screen while they are cooking.

At the BESPOKE AI event, Samsung also showcased the new feature ‘Calm Onboarding’, which makes it easier for users to join Samsung’s connected life. It frees users from having to go through the hassle of product registration, as it directly registers products purchased under a Samsung Account at Samsung.com onto the SmartThings app with the same account.

To provide assurance to users as they step into the era of hyper-connected home appliances driven by technological advancement, Samsung also highlighted its comprehensive Knox security platform that protects all user data located on the connected appliances. In fact, the 4-Door French Door Refrigerator with AI Family Hub[2] has been verified to the ‘Diamond’ level by UL Solutions for its IoT security capabilities. UL Solutions is a leading global safety science company . Other Family Hub models[3] applying the same technology, have also achieved the same verification.

AI Expands Spectrum of Features to Samsung Home Appliances

The 4-Door French Door French Door Refrigerator with AI Family Hub[4] is the primary control center for all things food, connecting the refrigerator to other appliances in the home. The AI Family Hub+[5], which is the large LCD screen in the front right panel of the refrigerator, is the key to intuitive AI experience, where users can view recommended recipes and play music and videos for kitchen entertainment. The 4-Door French Door Refrigerator with AI Family Hub comes with AI Vision Inside[6] which uses an internal camera to identify 33 fresh food items that go in and out of the fridge. The recognized food items are listed and managed on the Family Hub display and can also be checked on the SmartThings app[7].

The Bespoke AI Laundry Combo, is the All-in-One washer and dryer, providing the advantages of two separate appliances while freeing up valuable space. It comes with various AI features, such as remembering the periodic and seasonal needs of users and recommending the optimal cycle for the wash[8]. With AI Opti Wash & Dry, the Bespoke AI Laundry Combo intelligently adjusts the washing and drying performance for each load and senses the weight of the laundry to dispense the appropriate amount of water and detergent. It also detects the fabric[9] and monitors the level of soiling during a cycle. If necessary, it adds more detergent and varies the washing time. It then adjusts the drying process to suit the weight and fabric type of users’ laundry. After finishing the cycle, users can monitor how much energy and water were consumed through the report provided on the Smart Things App[10].

Another unique appliance introduced only at the New York event was the Bespoke Slide-in Range with AI Home. This product is a multi-functional induction range that also comes with various fun factors. It comes with an Internal Oven Camera that lets users see inside the oven from remote places, like on the TV[11] from the living room, or even from outside the home through Smart Things on their mobile phones. With this, users can even get a short time-lapse video clip[12] with the highlight of the cooking process that they can share on social media.

Advancing the Future of Appliances

Samsung is not only dedicated to presenting a better home experience, but also committed to creating more innovative and efficient products.

It continues to upgrade Wi-fi connected appliances in the market and already in users’ homes through software updates and the further development of Smart Things. Users can enjoy new features, including energy saving features, even with the models they already own. Smart Forward[13], announced for the first time at the event, is a service that provides the newest features, security patches, and upgrades through regular software updates. Users will be able to check available updated information and receive notifications from the SmartThings App[14].

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[1] AI based features available on select appliances

[2] This is global name, naming is different by region. (North America) Bespoke 4-Door Flex Refrigerator with AI Family Hub+,

(Latin America) Bespoke 4-Door French Door Refrigerator with AI Family Hub+

[3] RF**DB99****, RF**DB95****, RF**DG9H****, available in North and South America, Europe, Middle East, Southeast Asia, India,

Australia, Korea

[4] Does not mean all services available on the Bespoke 4-Door Flex Refrigerator with AI Family Hub+ are AI or generate information or outcome using AI. The services/features that use deep learning models are limited to 1) AI Vision Inside and 2) the recipe recommendation feature available on Samsung Food

[5] (North America, Latin America) AI Family Hub+, 32”, (Europe) AI Family Hub, 21.5”

[6] As of April 2024, AI Vision Inside can recognize 33 food items like fresh fruits and veggies. If the food is not recognizable, it may be listed as unknown item. AI Vision Inside cannot identify or list any food items in the fridge door bins or freezer. It recognizes food items based on deep learning models, which may be updated periodically to improve accuracy

[7] The SmartThings App is available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. Users are required to utilize a single log-in account between the devices

[8] Messages with cycle suggestions are displayed on the control panel or a smartphone with the SmartThings App.

[9] To prevent wear, wash like fabrics together. Based on AI-based algorithm

[10] The SmartThings App is available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[11] Available on certain Samsung Smart TV models, which must also be connected to the range via the SmartThings App and using the same Samsung account. A notification is displayed on the TV screen 5 minutes before the end of your cooking. When you select the notification, you can see your food and check its progress using the streaming video

[12] A 10 second time-lapse video is created and saved for 24 hours. Video is only recorded when the door is closed. After the cooking process ends, it takes about 20 seconds to encode the video

[13] Update period and applicable features may vary by region and model

[14] The SmartThings App is available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required

MISSISSAUGA, ON- May 9, 2019 — Samsung Electronics Canada Inc. was named the 2019 Appliance Manufacturer of the Year by ENERGY STAR Canada, a division of Natural Resources Canada. The designation marks the third consecutive win for Samsung across this category, and highlights the continued Samsung commitment to energy-efficient product innovation for real-world impact.

“We’re constant in our commitment to innovation that puts Canadian households first,” said Warner Doell, Senior Vice President Consumer Electronics Business for Samsung Canada. “We look forward to seeing how the evolution of our products continues to benefit Canadians’ bottom-line, helping their finances go further.”
“Energy efficiency in our homes and buildings helps Canadians save money, creates jobs, reduces pollution and contributes to our clean energy future,” said the Honourable Amarjeet Sohi, Canada’s Minister of Natural Resources. “I congratulate Samsung Electronics Canada for their ongoing leadership in improving energy efficiency in Canada.” said the Honourable Amarjeet Sohi, Canada’s Minister of Natural Resources.
Key factors in Samsung Canada’s 2019 ENERGY STAR Award win include Samsung increasing market penetration of ENERGY STAR certified home appliances by 75 models in 2018—an increase of 7% over 2017, and 24% over 2016, respectively. Beyond the increase in the number of certified models, Samsung also increased the number of products certified as Most Efficient by 11% to a total of 31.
Today’s announcement marks Samsung Canada’s tenth ENERGY STAR Canada award win. Previous wins include Appliance Manufacturer of the Year (2017 and 2018); Electronics Manufacturer of the Year (2015, 2016, 2017 and 2018); “ENERGY STAR Most Efficient” Promoter of the Year 2015 (2016); Collaborative Initiative of the Year (2012).
For additional information on the 2019 ENERGY STAR Award win by Samsung Canada, please visit the Samsung Canada winner-profile page on the NRCan website, here.
About Samsung Electronics Canada Inc.
Samsung Electronics Canada inspires Canadians to reach their full potential through a transformative ecosystem of products and services that deliver innovation and distinct design to every aspect of their connected lives. The company is redefining the worlds of TVs, smartphones, virtual reality and wearable devices, tablets and digital appliances. In 2019, Samsung was ranked as one of Canada’s “Most Admired Brands” in Leger’s Corporate Reputation Study. Dedicated to helping make a difference in the lives of Canadians, Samsung’s award-winning corporate giving initiatives support public education and health-related issues in communities across the country. To discover more, please visit www.samsung.com.
Follow Samsung Canada at facebook.com/SamsungCanada, or Instagram @samsungcanada or Twitter @SamsungCanada

About ENERGY STAR Canada
ENERGY STAR Canada is a 17-year-long energy efficiency success story. The program is a voluntary partnership between the Government of Canada and 1,500+ organizations working to use our natural resources more wisely through greater energy efficiency. Behind each ENERGY STAR label is a product, home, building or industrial facility that is independently certified to use less energy and cause fewer of the emissions that contribute to climate change. ENERGY STAR is Canada’s simple choice to save energy, save money and save our environment. For more information about ENERGY STAR, visit www.energystar.gc.ca.
For further information: Katelin Onishi, North Strategic Public Relations, katelin.onishi@northstrategic.com