Tide Eco-Box e-commerce package delights consumers

Procter & Gamble's goal is to deliver products to the world in innovative and consumer-friendly ways. When P&G saw an opportunity to up its game in on-line shopping, they asked Design Central to help them develop an optimal package that meets both e-commerce guidelines and its mandate to delight the consumer. The Tide® Eco-Box, a clever combination of P&G ingenuity and simplicity, was recently named a Diamond Award Finalist in Dow's 2019 Innovation Packaging Awards.

  • Procter & Gamble
  • Consumer
  • Product Design
  • Prototyping

Objective: Work with the P&G team to create an e-commerce package that delights the consumer

Designers explore the life of a product

On-line sellers want packaging that is “frustration-free” to open, weighs less and is smaller, plus, P&G customers want less plastic to recycle. We looked at the package journey from the warehouse to the laundry room and asked consumers how they use their detergent bottles to help us create concepts and build prototypes for the new container. The final design is compact, shippable, and stackable and has an integrated for shipping, easy pour spout and dosing cup, using 60% less plastic.

Eco-Box delights consumers and expands over laundry brands

The new design was successful in test markets and with a national-wide roll out of Tide. P&G expanded the Eco-Box package across many laundry brands including – Downy®, Gain®, Tide purclean, Tide Free & Gentle, and Dreft®. 80% of those asked say they would rather use the Eco-Box over traditional bottles, validating P&G's continued exploration of e-commerce opportunities. For more on the Eco-Box visit: https://www.packworld.com/issues/article/21129929/pg-greatly-expands-ecobox-portfolio?utm_source=Newsletters&utm_medium=PW+Packaging+Insights+NL&utm_term=20200430&oly_enc_id=5801F5477578A7Y