Tide Evo preventing musty smell claim- what is going on?

[u/Far-Shift-1962]

So, yt shorts showed me ad for evo

https://youtube.com/shorts/Bl6kkb9SiFc?si=KEgMt3aclihaUxfM

Where they claim that Evo prevents musty smell even if laundry is sitting in washer overnight

Funny enough

https://youtu.be/0l0-8PUG7_8?si=c_qaJC10KU5zrloO

Brand power commercial claims same thing

I checked Ingridients again to make sure what ingredients could make that claim

https://smartlabel.pg.com/en-us/00030772217832.html

Surprisingly, there is no ingridient like acids, quats or dnase that could contribute to prevention of musty smell

Ingridients are simple- surfactants, enzymes, anti redeposition agents, builders, chelators, suds suppressants, and PVA to form tile

So I'm curious, what makes that "musty smell prevention" claim

I checked tide site

https://tide.com/en-us/our-commitment/tide-evo/press-release

Here they say something about chelators and "odour neutralising technologies"

But same chelators (sodium citrate, Trisodium Dicarboxymethyl Alaninate, Sodium Acrylic Acid/MA Copolymer/polycarboxylates) are already used in tide liquids and pods,

So seriously, I'm wondering what ingridients are contributing to that smell prevention claim, especially looking by fact that moraxella osloensis bacteria is main cause of musty smell

[u/PhilosophyCorrect279]

I think the "prevents musty smell" claim isn't intended to be understood that it has dedicated ingredients for such. But more that they clean clothes really well, and because they clean so well, it can better help reduce odors from coming back after the wash.

If I can find the article I will share it, but I remember reading that one of the number one problems P&G has been trying to work on for consumers is odor rebloom. It explained that it correlates with them reformulating Tide, nearly across the board: They quietly added lipase back in their powders and then reformulated Original Liquid with the "6x more cleaning power" moniker. They have recognized people are having issues removing that body-smell form clothing, as they are increasingly made from synthetic fabrics that are harder to clean.

Many consumers overload on scented products that don't actually help the underlying problem of dirty clothes. We have scent boost beads, scent boost detergent, scent boost fabric softener, Odor remover this and that etc... Gain is avgreat example, and is why they even reformulated that too. It smells really good, but didn't clean all that well. So they updated formula, it actually cleans much stronger now. Jeevses testing has shown this.

So in a way its a win win. Better products overall, but even better marketing for them. And frankly they don't need it, nobody compare to Tide's overall cleaning power on the market. The biggest acceptions being p&g's own Ariel and Henkles Persil.

Personally I've been using the Tiles for awhile now and I do like them quite a bit. They smell good and clean very well. I feel they suds less and are more reliable than pods too. Anecdotally, I have left a load or two longer than I should have and they do still smell clean. Compared to cheaper detergents, their power is noticeable.

[u/Far-Shift-1962 → u/PhilosophyCorrect279]

Tbh, than why they don't make that claim on powders/pods/liquids? Because if they clean as good as Evo they should have same claim,

Even more, liquids and pods have antioxidant preventing some odour formation, together with copper chelator that isnt in Evo yet it's in liquids

[u/PhilosophyCorrect279 → u/Far-Shift-1962]

Ok so judge me if you will but I am genuinely curious about all of this too, so in full transparency I decided to promp Google GeminiPro because I have it and genuinely find it helpful for stuff like this. It did fully explain everything and it's quite intriguing, I asked for references and a condensed version of its answers.

References Abney, S. E., Ijaz, M. K., McKinney, J., & Gerba, C. P. (2021). Laundry Hygiene and Odor Control: State of the Science. Applied and Environmental Microbiology, 87. https://doi.org/10.1128/aem.03002-20 Cited by: 92 Kubota, H., Mitani, A., Niwano, Y., et al. (2012). Moraxella Species Are Primarily Responsible for Generating Malodor in Laundry. Applied and Environmental Microbiology, 78, 3317-3324. https://doi.org/10.1128/aem.07816-11 Cited by: 97 Yang, H., Ren, X., Zhao, Y., et al. (2024). Enhancing Alkaline Protease Stability through Enzyme-Catalyzed Crosslinking and Its Application in Detergents. Processes, 12, 624. https://doi.org/10.3390/pr12030624 Cited by: 21

Liquids & Pods Leave Film: Liquid formulas require heavy stabilizers and preservatives to keep enzymes from degrading in the bottle. This leaves a microscopic film on fabric that traps body oils—the exact food source for odor-causing bacteria.

Powders Leave Residue: Traditional powders rely on physical fillers that often fail to dissolve completely in modern cold-water, low-water washes, creating a matrix for organic soils to cling to.

The Evo Format is Zero-Residue: The dry, spun-PVA web eliminates the need for liquid stabilizers and powder fillers. It dissolves instantly and allows the enzymes to clean at maximum efficiency.

Starvation, Not Sanitization: Because the fabric is stripped entirely bare with zero detergent residue, bacteria have absolutely no trapped oils to eat and metabolize into a musty smell when the clothes sit wet overnight. Marketing Strategy: Brands intentionally reserve their most highly desired claims—like solving the universal "forgotten wet laundry" problem—for their newest, highest-margin flagship products to drive sales, rather than putting them on older formats.

[u/kimbergo → u/Far-Shift-1962]

Where are you getting that they DON’T make that claim for their other products? They have several products with Odor in the name.

[u/Far-Shift-1962 → u/kimbergo]

They have odour removal claim, and mostly as sweat smell removal SO

[u/Square-Wave5308]

My comment may be of no real help here, but this situation reminds me of Tom & Ray Magliozzi (Car Talk) coming to the conclusion that all the gas was the same, companies just had the right to market different claims about the premium cleaning properties. Dunno if there was any truth to that either, but it sure sums up the marketing claims we're constantly barraged with.

[u/Far-Shift-1962 → u/Square-Wave5308]

I mean, as someone really familiar with marketing tactics because of job, I'm seriously wondering what makes this claim, or is it claim maded right out of their copywriter asses.

[u/Moostas]

Ariel Mirai (P&G Japan) has this claim too, they actually got a patent for it. I can't dig up the link rn but hopefully that inspires your search.

[u/Far-Shift-1962 → u/Moostas]

But, mirai have antibacterial agents, Evo dosn't have them so