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An e-comm first from P&G

The Tide Eco-Box is the first product launch from P&G Fabric Care’s eCommerce Innovation Group. ‘We have designed a package eComm-back.’

The Tide Eco-Box is the first product launch from P&G Fabric Care’s eCommerce Innovation Group.
The Tide Eco-Box is the first product launch from P&G Fabric Care’s eCommerce Innovation Group.

Tide has reimagined its classic liquid detergent with a new Eco-Box package containing 105 fl oz of an ultra-concentrated formula designed for e-commerce. The Tide Eco-Box arrives on a shopper's doorstep in a sealed, shipping-safe cardboard box. Inside the box is a sealed bag of ultra-compacted Tide liquid laundry detergent. To use, a perforated cardboard 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 drive. Products sold online typically 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 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.

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