Tide, it's always packaged in orange, except when it isn't.

Tide's color is orange. For decades Tide has been known for its orange packaging. It makes life easy for consumers as they know that they can just reach for the orange package of detergent and it will be a reliable choice.

And the detergent section at this Safeway store it is almost a complete wall of solid orange, but in a variety of different types of Tide detergent.

Tide section, Safeway, West Vancouver

But not every type of Tide detergent will benefit from the traditional orange packaging. The purclean variety of Tide is promoted as the, "1st plant-based detergent with the leaning power of Tide".

Tide purclean™ is a formula made with 100% renewable wind power electricity* and is made at a site that sends zero manufacturing waste to a landfill. It is also formulated to be free of dyes, chlorine and phosphates. The formula contains water, plant derived surfactants, coconut derived cleaning agent, plant derived processing aid, bio-derived enzymes, mineral based enzyme stabilizer, pH adjuster, chelant and fragrance.

• 1st plant-based detergent with the cleaning power of Tide (65% plant-based)
• USDA Certified Tide liquid laundry detergent
• Formula made with 100% renewable wind power electricity
• This product is made at a zero manufacturing waste to landfill site
• It is designed free of dyes, chlorine, phosphates or optical brighteners

*The same facility also uses steam power; electricity represents approximately 50% of total energy used. (Source: https://tide.ca/en-ca/shop/type/liquid/tide-purclean)

Tude "purclean", Safeway, West Vancouver

But this variety of Tide is aimed at a segment of the market that is more environmentally conscious. And if Tide is trying to make the point that its manufacturing processes are "clean and transparent" the non-orange bottle is likely an important part of the branding message.