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To use, a perforated cardboard flap is peeled off to reveal a dosing cup and a new no-drip twist tap.
To use, a perforated cardboard flap is peeled off to reveal a dosing cup and a new "no-drip" twist tap.
Photo: 12

Global consumer goods giant Procter and Gamble (P&G) has revamped the packaging of its classic Tide liquid detergent with a new Eco-Box. The new packaging contains an ultra-concentrated formula designed specifically for eCommerce.

The Tide Eco-Box arrives on a shopper's doorstep in a sealed, shipping-safe cardboard box. Inside the box is a sealed bag of ultra-compacted Tide liquid laundry detergent.

In addition to a new “no-drip” twist tap and a dosing cup, the box includes a pull-out stand to raise the height of the box for dosing on flat surfaces so the cup fits easily beneath the tap.

As introduced, the concept of the new design is to reduce the need for layers of packaging such as cardboard boxing and bubble wrap. Compare to the current 150oz Tide press-tap, the new Tide Eco-Box is made using 60% less plastic and 30% less water.

With the aim of providing lighter shipping solution for eCommerce, P&G designed the Tide Eco-Box to ship as efficiently as possible on its journey from a manufacturing site to a retailer’s warehouse to a consumer’s front door. Because of its boxed design, the product takes up less space, meaning that more loads of laundry can fit on fewer delivery trucks.

According to Isaac Hellemn, Brand Manager for eCommerce innovation in P&G’s Fabric Care group, the “last mile” remains the biggest challenge both economically and ecologically in eCommerce. The Tide Eco-Box is designed to keep the convenience of online shopping for the consumer but reduce the overall impact of that convenience on the environment.

The Tide Eco-Box is the first product launch from P&G Fabric Care’s eCommerce Innovation Group. “For the first time, we have designed a package ‘eComm-Back,’ beginning with the unique challenges and opportunities the eCommerce environment presents,” said Sundar Raman, Vice President of P&G’s North America Fabric Care business.

“This is a fundamentally different approach than we’ve taken in the past and represents our relentless obsession with delighting consumers – wherever they want to purchase our brands,” Raman continued.

The company will continue to innovate in the eCommerce space as it adapts its product offerings for the channels its consumers are shopping. “We have some pretty exciting ecommerce projects we’re working on, and that shouldn’t be surprising,” said Isaac Hellemn, “eCommerce isn’t a trend anymore, it’s a reality, and we’re excited to keep innovating for it.”

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