In order to limit our dependency on plastic, special tote bags were developed that were not only eco-friendly but also equally as functional. Modelled after a notepad, the Tide Smart Bag transforms into an instant grocery list that can be washed with Tide and used over and over again, providing people with an eco-friendly accessory on future shopping trips. The bags were distributed along with a box of Tide and a marker.

Sent to select customers from the Tide database and to fashion/lifestyle editors, prominent fashion bloggers as well as leaders in environmental organisations, the bags generated such a positive response from shoppers in the United Arab Emirates that Tide is currently planning on developing the bags on a regional scale.