The Tide Eco-Box arrives on a shopper's doorstep in a sealed, shipping-safe corrugated paperboard box. Inside the box is a sealed flexible-plastic bag of ultra-compacted Tide liquid laundry detergent. To use, a perforated 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 e-commerce 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 that’s 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 retailer’s warehouse to a consumer’s front door.
“We know that the ‘last mile’ remains the biggest challenge both economically and ecologically in eCommerce,” says Isaac Hellemn, brand mgr.-E-Commerce innovation in P&G’s 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.”
The new Tide Eco-Box:
- Contains less packaging, 60% less plastic and 30% less water than the current 150-oz Tide press-tap
- Doesn’t 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 Care’s E-Commerce Innovation Group. “For the first time, we have designed a package ‘eComm-Back,’ beginning with the unique challenges and opportunities the e-commerce environment presents,” says Sundar Raman, vp-P&G North America Fabric Care business. “This is a fundamentally different approach than we’ve taken in the past and represents our obsession with delighting consumers – wherever they want to purchase our brands.”