TURNING THE TIDE: THE ECO-BOX ECOMMERCE RETHINK
P&G has introduced a new bag-in-box for North American e-commerce channels to ship Liquid Tide laundry detergent with greatly increased efficiency. Tim Sykes spoke to some of the creators of the new format.
Many of the most audacious recent innovations in packaging have been driven by the demands of online retail, as the model begins to mature and industry works out the requirements and pitfalls of its extended and bumpy supply chains. Garçon Wines’ ‘letterboxable’ flat profile wine bottle, Riecke’s leak-free spray pump and Uflex’s waterless flower AMAP packaging are just three examples of reinventing formats in direct response to changing distribution patterns. In the background, Amazon has played an active role in driving adaptation and efficiency through its Frustration-Free Packaging program and broader engagement with brands and OEMs.
In this context, Tide has ingeniously re-imagined its classic liquid detergent with a new Eco-Box package containing an ultra-concentrated formula designed for e-commerce in North America. The new Tide Eco-Box arrives on a shopper's doorstep in a shipping-safe cardboard box. On the 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 pull-out legs to raise the height of the box, so the cup fits easily beneath the tap. The pack features one further convenience feature that is hidden to the user: P&G’s designers have incorporated a cardboard ramp into the inside of the package, so that gravity ensures all the detergent is used without consumers having to tilt the box.
Read the full article via Packaging Europe here.