Tide Debuts New Packaging to Mixed Reviews
Tide is debuting a brand new packaging look for its laundry detergent, and it's not exactly a marketing win. According to CNN, the detergent will soon be shipped in a shoebox in an effort to make shipping through online distributors easier.
The new "Tide Eco-Box" is a look we've never seen before in the detergent world. It features a twist-to-open pour for the detergent, a pull-out stand and a measuring cup. The liquid formula, itself, will contain less water than the typical detergent, and it will come in a sealed bag.
The benefit of the new packaging is that it uses 60 percent less plastic than shipping the typical 150 ounce bottle of liquid detergent, since there's no need for additional layers of cardboard or bubble wrap. In addition, it's lighter and takes up less space in a delivery truck.
The company's new packaging raises questions about the influence of Amazon and other online retailers when it comes to product design. Procter & Gamble, Tide's parent company, debuted the new packaging entirely as a result of online shoppers, and the need to provide the product at a more reasonable shipping cost to the company. Not to mention, shipping liquid products poses another hurdle, since the company needs to think of ways to package the product without the chance of leaking or spilling through the shipping process.
While the new packaging is a clear solution for shipping, consumers had some qualms with the new look. For starters, Tide found itself in a serious PR crisis, as a result of its Tide Pods. Earlier this year, teenagers started eating the pods as part of a ridiculous internet competition called the Tide Pod Challenge. Obviously, the misuse of the pods wasn't Tide's fault, but the company was in hot water anyway. With the new packaging design, the new Tide look has been likened to boxed wine, which has made it the source of some online criticism.
Tide has definitely found itself in a unique position, where it must adapt to the future of the Amazon world, but at the same time, deal with social media users who are quick to criticize. Perhaps the shoe box look won't be here to stay, but we think Tide has its head in the right place.
What do you think of Tide's new packaging design? Good concept with a flawed execution? Or the perfect adaptation to a changing consumer landscape?
Hannah Abrams is the senior content editor for Promo Marketing. In her free time, she enjoys coming up with excuses to avoid exercise, visiting her hometown in Los Angeles and rallying for Leonardo DiCaprio to win his
first second Academy Award.