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Tide Launches “Generation Cold” Ice Cold Concert in Partnership with The Ocean Cleanup
Proceeds from live event featuring Ice Spice, Ice-T, and Ice Cube will support global ocean plastic removal efforts
CINCINNATI, OH — March 1, 2024 — Tide today announced the Generation Cold Ice Cold Concert, a live event designed to raise awareness for the environmental impact of cold water washing, in partnership with The Ocean Cleanup. All proceeds from the concert will support The Ocean Cleanup’s efforts to remove plastic from the world’s oceans.
The concert will take place Saturday, July 20, at Crypto.com Arena in Los Angeles, bringing together music, culture, and environmental advocacy as part of Tide’s broader Generation Cold campaign.
Headlined by Ice Spice, with performances from Ice-T and Ice Cube, the event connects entertainment with a shared message: small behavior changes—like switching to cold water washing—can collectively drive meaningful environmental impact.
The Generation Cold campaign encourages consumers to wash clothes in cold water, a shift that helps reduce household energy use, lower greenhouse gas emissions, and extend the life of garments. Through its partnership with The Ocean Cleanup, Tide expands that impact beyond the home, supporting large-scale efforts to address marine plastic pollution.
“The Generation Cold campaign is about making sustainability more accessible through everyday habits,” said a Tide spokesperson. “Partnering with The Ocean Cleanup allows us to connect individual action with global impact—turning small changes into something much bigger.”
The Ocean Cleanup develops and scales technologies to remove plastic already in the ocean while preventing additional pollution from entering waterways. Funding from the Ice Cold Concert will contribute directly to these cleanup initiatives.
In addition to the charitable component, the event will be produced with sustainability in mind. Crypto.com Arena will implement waste-reduction measures including recycling and composting systems, reduced single-use materials, and energy-efficient operations.
Tickets for the Generation Cold Ice Cold Concert will be available beginning June 1 via Ticketmaster. Additional campaign information can be found at tide.com/genc.
About Tide
Tide, a leading laundry detergent brand from Procter & Gamble, is committed to delivering high-performance cleaning while advancing sustainability. The Generation Cold campaign encourages consumers to adopt cold water washing as a simple way to reduce energy use and environmental impact.
About The Ocean Cleanup
The Ocean Cleanup is an international nonprofit organization focused on developing and scaling technologies to rid the world’s oceans of plastic. Its approach combines ocean cleanup systems with river-based solutions designed to prevent plastic from reaching the ocean in the first place.
About Procter & Gamble
Procter & Gamble serves consumers worldwide with a portfolio of trusted brands across personal care, home care, and health categories. The company operates in approximately 70 countries and is committed to delivering superior products while advancing environmental and social responsibility.
Press release written by Charlotte Pulte
The Generation Cold Ice Cold Concert brings together music and environmental advocacy, using culture to spotlight the impact of everyday actions like cold water washing.
The Ocean Cleanup works to remove plastic from the world’s oceans through large-scale, technology-driven systems designed to intercept and extract marine debris.
