P&G’s Dawn EZ-Squeeze Inverted Bottle Flips Dishwashing on its Head

New inverted bottle with no-flip cap, self-sealing valve, and one-handed dispensing for Dawn liquid dish soap means no more shaking, flipping, or banging to get out the last drop.

Procter & Gamble liquid dish soap brand Dawn has introduced Dawn EZ-Squeeze, a new inverted bottle with patented no-flip cap technology that enables it to stand on its cap and dispense from the bottom with a self-sealing valve that protects against leaks.

“Dish soap bottles are one of the most-used household items, so they should be easy to use— from the first drop to the last,” says Guerin McClure, Vice President, North America Dish Care at Procter & Gamble. “You’ve likely spent time shaking, flipping, and banging your dish soap bottle on the countertop in a messy attempt to make the most of every drop. With Dawn EZ-Squeeze, we wanted to create a dish soap that was designed to be fast and easy, helping you get away from the sink and on with your life.”


   Watch this video on the Dawn EZ-Squeeze bottle in use.

Dawn reports that it devoted more than five years, hundreds of designs, and thousands of hours of testing in the development of Dawn EZ-Squeeze, making it one of P&G’s most researched and rigorously tested products in the company’s 50-year history within the dish soap category. During this extensive consumer testing, Dawn found that the package’s unique valve design not only delivered a mess-free experience, but the lack of a cap also improved ease of use for populations who had challenges with existing bottle designs since it could be dispensed easily with one hand. 

Dawn EZ-Squeeze’s one-handed design allows consumers to easily apply the intended amount of soap directly to dishes with greater control.Dawn EZ-Squeeze’s one-handed design allows consumers to easily apply the intended amount of soap directly to dishes with greater control.According to data from Nielsen, easy-to-use packaging has quickly become one of the most valued characteristics for home care brands. Dawn EZ-Squeeze’s one-handed design allows consumers to easily apply the intended amount of soap directly to dishes with greater control, so that Dawn’s grease-fighting formula can begin working immediately. According to the brand, the EZ-Squeeze bottle isn’t the product’s only upgrade—the formula has also been updated to help dissolve both everyday grease and tough, cooked-on messes quickly and easily, allowing people to spend less time and fewer resources at the sink. When compared with Dawn non-concentrate products, it removes 99% of grease and food residues with 4x faster grease-cleaning. With Dawn EZ-Squeeze, people no longer have to shake or flip. Simply grab and squeeze. 

“We noticed a gap in design innovation when it comes to dish soap bottles, and we were excited to act on it,” says Corey Brugh, Senior Engineer, Research & Development, North America Dish at Procter & Gamble. “We’re excited about the incredible response Dawn EZ-Squeeze has received already through our initial testing and can’t wait for more people to try this groundbreaking and efficient way to wash dishes.”

Dawn EZ-Squeeze is now available at mass retailers nationwide in Platinum and Original formulas.


   Read this story on Chico Honey's no-mess inverted stand-up pouch.


More in Package Design