The softer side of Unilever

Just reaching store shelves nationwide is a redesigned package for 100-oz Whisk, All and Surf laundry detergent brands from Greenwich, CT-based Unilever.

Pw 18385 Surf

The distinctive rounded-off container was designed by 4sight inc. (New York, NY) and is extrusion blow-molded by Owens-Illinois (Toledo, OH). In-mold labels on front and back panels deliver eye-catching graphics.

“We wanted a softer shape for a friendlier look,” says Harry Haubert, creative senior manager at Unilever. Other benefits gained, he adds, are improvements in ergonomics, pouring and handling. The new container also costs less than the handled high-density polyethylene container it replaced. That, says Haubert, helped the firm avoid a price increase.

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