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Dawn's dual-product package differentiates brand

Packagers unwilling to invest in innovative, smart packaging will be the ones whose products are left on the shelf, advises smart packaging consultant Dr. Paul Butler.

Pw 6376 Dawn

“On-shelf competition is greater than ever before, and brands need smarter packaging to counteract the twin squeezes of private-label, copycat packaging, and the discounters. Leading brands such as Procter & Gamble and Nestlé recognize that 70 percent of the buying decision is made at the point-of-sale, and they are not afraid to introduce innovative packaging that costs a little more. Packaging as a simple billboard is an outdated idea.”

One example of a “smart” idea launched in the last year by P&G is its Ultra Concentrated Dawn Simple Pleasures diswashing liquid line, which debuts a built-in air freshener in the base of the bottle. The product, which “delivers the benefit of a kitchen that remains clean and fresh long after you’ve washed the dishes,” according to P&G Home Care external relations manager Susan Baba, comprises 12.6 oz of liquid dishwashing soap and 0.4 oz of air freshener beads, held in a separate compartment.

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