The Science of Proper Packaging


Here's an except from a fantastic CBC Podcast, Under The Influence with Terry O'Reilly.  I'll be summarizing one of the main points but you should DEFINITELY listen to the entire thing.

In 2012, Tide launched it's new product 'Tide Pods' and captured 68% of the market in less than a year.

This was a MAJOR innovation in the market.  The Tide Pods meant no more measuring, pouring (or spilling), the container was easy to carry and you could just toss one in the machine.

Proctor & Gamble launched the product with a $150 million dollar marketing budget and it was a RESOUNDING success!  That was until the unique shape become a problem

According to a CBS report, over 17,000 children under the age of six has ingested the Tide Pods or squeezed the liquid into their eyes within the first year alone.

That amounted to one child an hour.

The problem was the novel packaging.  The small, round, colorful pods resembled candy.

P&G had to incorporate some big changes:
 - They made the tubs opaque instead of clear, so children couldn't see the pods & be tempted
 - They outfitted the tubs with a triple latch system, making them harder to open
 - The launch a new commercial ad campaign

It was a highly unusual commercial, because it wasn't selling an innovative product, it was warning parents about the hazards of an innovative product.

The launch of Tide Pods became a cautionary tale.

Sometimes revolutionary product design can have unintended consequences.

There are many reasons for updating existing product designs.

Sometimes, a product undergoes an ingredient change. Some products need a facelift. At other times, a product needs to change a negative perception.

There are a bunch of great resources out there, taking the form of podcasts and such.  Keep your eyes peeled on this blog and we'll promise to continue to keep you in the loop.  STAY AMAZING!!