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P&G launches an e-comm first

‘We have designed a package e-comm-back.’ That’s how Procter & Gamble describes the process behind its launch this month of the Tide Eco-Box.

After assembly, the package is ready for use.
After assembly, the package is ready for use.

Tide has reimagined its classic liquid detergent with a new Eco-Box package containing 105 fl oz of an ultra-concentrated formula. Designed specifically for e-commerce, the Tide Eco-Box arrives on a shopper’s doorstep with no more outer packaging than a low-density polyethylene film wrapping to prevent marring of the package graphics. Inside the brightly decorated corrugated is a sealed bag of ultra-concentrated 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 deliver. Products sold online usually need to be packaged with a second or third layer of packaging, typically corrugated boxing and bubble wrap that’s then discarded by the consumer. To address this, P&G Fabric Care’s eCommerce Innovation Group 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 e-commerce,” says Isaac Hellemn, Brand Manager for eCommerce 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.”

What the new Tide Eco-Box represents is perhaps best appreciated in a comparison with the extrusion blow-molded high-density polyethylene Tide press-tap that is widely available in stores nationwide. The ultra-concentrated detergent in the Eco-Box means that even though it contains just 105 oz, it still washes the same 96 loads of laundry that the 150-oz press-tap container does. P&G says the Eco-Box contains 60% less plastic and 30% less water and weighs about 8 lb compared to the 12-lb press-tap format. Moreover, the Eco-Box takes up less space because of its optimally cubed format, so greater quantities of product can fit on fewer delivery trucks compared to shipments of the press-tap format.

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