In a shift from the traditional straight lines of the old Softsoap® container, Colgate, with the help of IDI (New York, NY), has changed the look of its hand soap package to give it a rounder and softer appearance.
The old package according to IDI president Gary Grossman wasnt congruent with the soft gentle product. So IDI shaped the container like a bubble and softened the pump head action making it easier to push. Grossman says consumers wanted a package that would fit easily in their hands. As a result of the change Softsoap sales exceeded Colgates expectations after just six weeks.