P&G also found that consumers were tired of carrying around bulky 7-pound bottles of Tide laundry detergent, measuring and pouring liquid detergent into cups, and then tidying up the inevitable. overflowed. Laundry has become a scary chore.
The company needed to develop something different to convince consumers to switch to liquid cleaners. It’s about trying to develop a special liquid-filled, palm-sized laundry detergent that will grab the attention of shoppers on the shelf and make doing laundry more enjoyable. a little.
Tide Pods were a breakout success. But P&G created a product to visually appealing
and couldn’t resist that it accidentally became a public health risk
Interrupting the washing process
Tide, that to the US market in 1946
was the first synthetic detergent, which has long been one of P&G’s most important brands on a list that includes Gillette, Pampers, Dawn, Bounty and other American household staples.
Tide dominated the detergent industry and at one point P&G’s America’s biggest brand
. Within the company, working on Tide is a coveted job and often a stepping stone to the executive department.
Tide Pods are not P&G’s first attempt at developing laundry tablets.
In 1960, P&G launched Salvo, a tablet computer that ran on compressed energy. It has been on the market for about five years. In 2000, P&G introduced Tide Tabs: tablets filled with laundry detergent. But the company pulled them off the market two years later – the powders don’t always dissolve completely and they only work in hot water.
“It’s not even close to hitting the target,” said a former P&G employee then said
Wall Street Journal.
P&G’s next attempt — creating a liquid tablet that would eventually become Tide Pods — was an incredibly difficult engineering task. It involved more than 75 employees and 450 different product and packaging sketches. Thousands of consumers were surveyed.
The goal is to “break the sleep” of laundry consumers who “automatically receive” detergent, says P&G chief marketing officer for fabric care in North America. told
The New York Times. “We want to change the genre with innovation.”
At the 2012 Oscars, P&G introduced Tide Pods
in a sparkling, vibrant Advertisement
with the slogan “Outstanding. Outstanding.” This placement encourages customers to put Tide Pods in the washing machine and watch their clothes “pop” with brightness. P&G spent $150 million on a promotional campaign to launch Tide Pods to consumers.
‘Products that imitate food’
Within a year, Tide Pods
overcome Revenue 500 million dollars
in North America and controls about 75% of the market for single-dose laundry packs, the company said at the time.
The product was so successful that other manufacturers raced to create similar versions.
Tide Pods appeal to customers thanks to their slim design, swirling blue, orange and white stripes and soft, non-shiny feel.
Today, it features a patented three-compartment design that separates detergent (green compartment), stain remover (white) and whitener (blue). P&G did not say why it changed colors.
Even the packaging of the Tide Pods is different.
The company has developed a see-through fishbowl-shaped plastic box that can clearly see the pods to stand out on the shelf. People also love how the Tide Pods feel in the hand, The researchers found
According to Dr Frédéric Basso, professor at the London School of Economics and Political Science, the design of the Tide Pods reflects a long-standing strategy of consumer product manufacturers, detergent and hygiene product designers. personal birth. study this trend
referred to as “food imitations”.
Other examples of this tactic include The bottle is shaped like a soft drink and the label depicts colorful fruits.
By developing products that link to food, play or other positive experiences, customers are less likely to automatically associate these items with an unpleasant or boring job, says Basso. .
“Tide Pods are clearly reminding people of foods, especially foods that have been formulated to appeal to children.” John Allen
, an anthropologist at Indiana University and author of “The Omnivorous Mind: Our Evolutionary Relationship with Food,” said in an email. It’s “medium-sized, processed, colorful, with a non-dangerous texture, like a cross between candy and chicken nuggets.”
But the arrival of Tide Pods lurks an unpredictable threat.
Young children and elderly people with dementia begin to put them in their mouths. Within two months of launching Tide Pods, almost 250 cases
Young children ingesting detergent packs have been reported to poison control centers across the United States.
P&G quickly addressed safety issues by making Tide Pods packages harder to open, with double latch to the lid
. A year later, the packaging was change to orange
from the original transparent plastic like candy bowls. Since then, P&G has made several other changes to make the Tide Pods packages more child-resistant, and it has enhanced the warning labels.
P&G says the accidents in young children are mainly caused by improper storage and access to laundry packages, not the color of the covers. The company is looking forward to a 2017 research
that the color found did not play a significant role in accidental exposure to clothing shells.
The company has an ongoing safety campaign on Tide Pods to educate consumers on how to properly use and store the products, a P&G spokesperson said. It includes advertising and content partnerships with online parenting channels.
However, laundry detergent pods from Tide and other companies have been implicated in two deaths and two dozen life-threatening poisonings in 2013 and 2014. U.S. poison control centers have reported received more than 37,000 calls in those years involving children under the age of six, according to research
From 2012 to 2017, eight people died
has been reported to the Consumer Product Safety Commission. Two of the cases were young children and six adults with dementia.
2015, Consumer Reports speak
laundry pods are too risky to recommend because of their safety issues.
That year, P&G and other manufacturers adopted child
Voluntary standard for laundry packages aimed at reducing accidents involving young children. Led by P&G, the manufacturers agreed to keep the capsules in non-transparent containers, coat them with a bitter or foul-smelling substance, and fortify the solids to reduce the risk of breakage when they are broken. squeeze.
A spokesperson for P&G says the standard has led to a sharp drop in accident rates in recent years, even as more people use laundry packs.
Despite P&G’s efforts to make the packaging and design of Tide Pods safer and warn consumers of the risks, a “challenge” meme of Tide Pods has gone viral on social media. among teenagers who dared others to swallow shells in early 2018. Tide partnered with the then New England Patriots. close Rob Gronkowski to release a PSA and launch a safety campaign
on social networks.
At that time, New York legislators
called on P&G to change the design of the Tide Pods to make them look harder to eat. Lawmakers in the state have introduced a bill that would require all packages of laundry detergent sold in New York to be a solid color “unappealing to children”.
But P&G said the accidents happened whether the product was non-color, monochromatic or multi-colored, and there was not enough evidence to show that any color was associated with improved safety.
Storing Tide Pods out of the reach of children, the company says, is the most important safety precaution.