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Article | August 5, 2008
A 25% premium through design? P&G hopes to clean up in dish detergent
Can design help bring a 20% to 25% sales premium at retail over competing brands?
Procter & Gamble thinks so, and it uses packaging to communicate the cleaning power of its reformulated Cascade Complete All in 1 ActionPacs automatic dishwasher detergent. The product is being introduced nationally in August. P&G leverages the brand’s blue and green product colors in both the product gel and on the label. The clear polypropylene container—it offers a different look amid the category’s paperboard containers and opaque bottles—lets consumers see the product.The packaging, which P&G designed with LPK (www.lpk.com), draws inspiration from beauty care products by leveraging a “jewelry box” design to make the Cascade detergent a more exclusive brand.“Women who purchase Cascade already buy premium products in other categories,” says Keara Schwartz, P&G design manager. “She values performance and experiences, and that translates across categories.”The pressure-sensitive label exudes performance by using the brand’s signature blue and green colors in a swirling, vortex shape to convey cleaning power. This soft, feminine shape gives women confidence that the product will get their dishes clean in one cycle through the dishwasher, and provides the package with the visual impact that can make it a decorative item on kitchen countertops, says Ryan Dullea, assistant brand manager for Cascade.The detergent gel is also filled in a vortex shape inside the dissolvable pouches.
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