Cold Power

Cold Power is a laundry-detergent brand that originated in the United States and became associated with the promise of effective washing in cold water. The name expresses the brand's central functional proposition: cleaning clothes without requiring hot water. This positioning gave the product a distinctive place in the detergent category, where washing temperature was an important part of both consumer messaging and household practice. The brand was introduced in the United States during the 1960s by Colgate-Palmolive. Its early marketing included a test campaign in northern New Jersey, particularly around Chester, New Jersey. Television advertising used local household testimonials, including an endorsement by Jane Van Over Filiberto, the wife of the then Chester Borough mayor. The campaign presented Cold Power as a product tested in ordinary homes and promoted its performance in cold-water washing. Radio advertising also formed part of the brand's historical media presence, including spots associated with singer Lou Rawls, while surviving material includes a Christmas-themed American advertisement from 1971. Cold Power was sold in the United States through the 1960s and into the early or middle part of the 1980s. The American business was eventually discontinued because of weak sales. The brand nevertheless continued in several overseas markets, demonstrating that its identity and cold-water proposition had stronger durability outside the United States. It remained available in Australia, New Zealand, South Africa and other markets. In Canada, the same or closely related detergent business was marketed under the name Arctic Power, a localized brand name that retained the association with cold conditions and cold-water washing. A major ownership change occurred in May 2015, when Colgate-Palmolive sold Cold Power together with other detergent brands in Australia and New Zealand to the German consumer-goods company Henkel. The reported transaction value for the group of brands was €220 million. Following the transaction, Cold Power became part of Henkel's laundry-care portfolio in the relevant markets. The sale did not represent the end of the brand: Cold Power continued to be sold in Australia and other international markets under its established name. Cold Power is therefore best understood as a regional and international laundry-care brand rather than as a currently significant United States brand. Its historical importance lies in its early cold-water-cleaning proposition, its locally grounded American advertising, its continued presence in selected overseas markets, and its transition from Colgate-Palmolive ownership to Henkel. Publicly available reference material does not establish a precise founding year, current headquarters, detailed product variants, current executives, or a dedicated official website.

Cold Power emerged in the United States during the 1960s as a Colgate-Palmolive laundry-detergent brand. Its name and advertising were built around the idea that clothes could be washed effectively in cold water. This proposition differentiated the brand from detergent messaging that implicitly or explicitly relied on hot-water washing and gave it a clear practical benefit for household consumers. The American launch included regional test marketing in northern New Jersey. Chester, New Jersey, was specifically associated with an advertising campaign that used local homemakers as product advocates. Among the participants was Jane Van Over Filiberto, wife of Chester's then borough mayor. Television spots presented these local consumers as users of Cold Power who could provide testimonials about its performance. The approach connected a national consumer product with recognizable local households and gave the product a community-based advertising angle. Cold Power also appeared in American broadcast advertising during the late 1960s and early 1970s. Reference material identifies radio spots associated with Lou Rawls and preserves a Christmas-themed Cold Power advertisement from 1971. These materials indicate that the brand used several forms of mass media while it was being developed and sold in the United States. The American business continued from the 1960s into the early or middle 1980s. It was ultimately withdrawn from the United States after sales failed to meet expectations. The available reference does not provide a specific discontinuation year, sales figures, or detailed reasons beyond lagging sales. Withdrawal from the American market did not eliminate the brand internationally. Cold Power continued to be sold in Australia, New Zealand, South Africa and other countries. In Canada, the detergent was marketed as Arctic Power, using a different name while preserving the cold-climate and cold-water associations of the original proposition. The brand later became part of a significant portfolio transaction. In May 2015, Colgate-Palmolive sold Cold Power, together with other detergent brands operating in Australia and New Zealand, to Henkel, a German company with a major laundry-care business. The reported value of the transaction was €220 million for the group of brands. Henkel's acquisition transferred ownership and management of Cold Power in the relevant markets, but the brand continued to be sold rather than being discontinued. Cold Power's history thus spans three distinct phases: an American launch and test-marketing period under Colgate-Palmolive; the end of its United States distribution after weak sales; and its continued regional life in overseas markets, followed by its transfer to Henkel in 2015. The public record supplied for this entry does not identify a precise launch year, current product formulations, a complete international distribution list, or named current and former executives.

• 2015

  Transfer to Henkel

  [1]Cold Poweren.wikipedia.org

  Henkel acquires Cold Power and other Colgate-Palmolive detergent brands in Australia and New Zealand in a transaction reported at €220 million.

• 1980

  United States distribution ends

  [1]Cold Poweren.wikipedia.org

  Cold Power is discontinued in the United States during the early to middle part of the decade after sales lagged, while the brand continues in overseas markets.

• 1971

  American Christmas advertising

  [1]Cold Poweren.wikipedia.org

  A Christmas-themed Cold Power television advertisement is identified among surviving historical advertising materials.

• 1960

  Cold Power is introduced in the United States

  [1]Cold Poweren.wikipedia.org

  Colgate-Palmolive markets Cold Power in the United States as a laundry detergent associated with effective washing in cold water.

• 1960

  Northern New Jersey test marketing

  [1]Cold Poweren.wikipedia.org

  The brand conducts test marketing in northern New Jersey, including a Chester, New Jersey, television campaign featuring local homemakers and Jane Van Over Filiberto.

A laundry detergent positioned around effective cleaning in cold water, with an emphasis on household convenience and avoiding the need for hot-water washing.

• Laundry detergent

  Cold Power laundry detergent

  Cold Power is a household laundry detergent whose core product promise is effective cleaning in cold water. The brand has been sold in multiple markets, including Australia, New Zealand and South Africa, and was historically sold in the United States. In Canada, a related market identity used the name Arctic Power. Publicly supplied reference material does not specify the full range of current formats, fragrances, formulas or pack sizes.

• 1971Christmas-themed Cold Power advertisement

  United States

  A Christmas-themed Cold Power television advertisement from 1971 is preserved among historical advertising references.

  Source
• 1969Lou Rawls radio spots

  United States

  Historical reference material identifies a collection of radio spots for Cold Power associated with Lou Rawls, dating approximately to the late 1960s.

  Source
• 1960Chester, New Jersey local-housewife testimonial campaign

  United States

  Cold Power was test marketed in northern New Jersey, with a campaign in Chester that used local homemakers in television testimonials. Jane Van Over Filiberto, the wife of the then Chester Borough mayor, was among the named participants.

  Outcome. The campaign formed part of the brand's American launch and test-marketing activity; the supplied material does not provide performance metrics.

  Source

• 2015

  Colgate-Palmolive sells the brand to HenkelM&A

  Background

  Colgate-Palmolive transferred Cold Power and other detergent brands in Australia and New Zealand as part of a portfolio transaction.

  Action taken

  Henkel acquired the brands in May 2015 for a reported €220 million for the group of assets.

  Aftermath

  Cold Power remained available in its established overseas markets under Henkel ownership.

  Reported transaction value. €220 million (May 2015; value for Cold Power and other detergent brands in Australia and New Zealand)

  Source

1. 1Cold Poweren.wikipedia.org