When P&G introduced its Tide Eco-Box late last year to address e-commerce concerns with its popular laundry detergent, it was the result of a whole new way of thinking for the CPG giant. The new package—a bag-in-box format containing a more concentrated liquid—was a change that required thinking beyond the way the company had always designed that Tide bottle. Not only was it not an option to have bottles arriving on doorsteps with detergent leaking from them, the brand needed to address a whole different way of communicating with those consumers.
Comments