P&G unveils Tide’s new Eco-Box packaging

Procter & Gamble has reimagined Tide’s packaging.

The Cincinnati-based company unveiled a new Eco-Box for the laundry detergent, which contains an ultra-concentrated formula for e-commerce.

Designed in a sealed, shipping-safe cardboard box, the Tide Eco-Box arrives on shoppers' doorsteps and features a sealed bag of Tide ultra-compacted detergent.

To use the box, users need to peel back a perforated cardboard flap to reveal a dosing cup and no-drip twist tap. The box also includes a pull-out stand to raise the height of the box, so the cup can easily fit beneath the tap, making dosing an easier experience, the company said.

“We know that the ‘last mile’ remains the biggest challenge both economically and ecologically in e-commerce,” Isaac Hellemn, brand manager for e-commerce innovation in P&G’s fabric care group, said. “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.”

Tide’s Eco-Box contains less packaging, 60% less plastic, 30% less water than 150-oz. press-taps, does not require secondary re-boxing or bubble wrap, is lighter and also takes up less space, the company said.

“For the first time, we have designed a package ‘eComm-Back,’ beginning with the unique challenges and opportunities the e-commerce environment presents,” Sundar Raman, vice president of P&G’s North America fabric care business, said. “This is a fundamentally different approach than we’ve taken in the past, and represents our relentless obsession with delighting consumers — wherever they want to purchase our brands.”

For further information or to sign up for access to the Tide Eco-Box, visit the company’s website.
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