P&G Thinks Inside the Box with New Tide Eco-Box

Tide has reimagined its classic liquid detergent with a new Eco-Box package containing an ultra-concentrated formula designed 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. To use, a perforated cardboard flap is peeled off to reveal a dosing cup and a new no-drip twist tap. To make dosing simpler on flat surfaces, the box includes a pull-out stand to raise the height of the box so the cup fits easily beneath the tap.

The name Eco-Box is a nod both to eCommerce and the lighter shipping footprint these packages are designed to drive. Products sold online typically need to be packaged with a second or third layer of packaging like cardboard boxing and bubble wrap thats then discarded by the consumer. To address this, P&G designed the Tide Eco-Box to ship as efficiently as possible on its journey from a manufacturing site to a retailers warehouse to a consumers front door.

We know that the ˜last mile remains the biggest challenge both economically and ecologically in eCommerce, said Isaac Hellemn, Brand Manager for eCommerce innovation in P&Gs Fabric Care group. 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 our environment.

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The new Tide Eco-Box:

  • Contains less packaging, 60% less plastic and 30% less water than the current 150 oz Tide press-tap
  • Doesnt require any secondary re-boxing or bubble wrap,
  • Is lighter because of its ultra-compacted formula, and
  • Takes up less space because of its boxed design, which means more loads of laundry can fit on fewer delivery trucks.

The Tide Eco-Box is the first product launch from P&G Fabric Cares 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&Gs North America Fabric Care business. This is a fundamentally different approach than weve taken in the past and represents our relentless obsession with delighting consumers “ wherever they want to purchase our brands.

P&G 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 were working on, and that shouldnt be surprising, says Isaac Hellemn, eCommerce isnt a trend anymore, its a reality, and were excited to keep innovating for it.

People interested can sign up for first access to the Tide Eco-Box at TideEcoBox.com.

Procter & Gamble
Elizabeth Kinney, 1-765-748-8471
[email protected]
or
Jacquie
Hudson, 646-935-4324
[email protected]

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