P&G doubles up convenience in personal care, laundry packaging

By Rick Lingle in Packaging Design on July 08, 2014

A flexible pack of Puffs that replaces the ubiquitous tissue box and a “Zap! Cap” with bristles on Tide detergent to pretreat stains highlight the new package introductions from Procter & Gamble that center on convenience.



Sorting through the Free-Standing Inserts this holiday weekend turned up two remarkable new package innovations within the weekly FSI subsection that’s dedicated to products from Procter & Gamble, the global, Cincinnati-based consumer packaged goods company.



Even the cap fights stains


Tide Ultra Stain Release uses specially formulated ingredients to help remove 99% of everyday stains, including greasy food stains. It also boasts the innovative “Zap! Cap,” a unique pretreat cap with scrubbing bristles to provide a deep-down, pre-treat option.


The cap features not one, but two textures: Bristles for deep down scrubbing and a flatter portion to spread the detergent around. As the marketing copy states, “Even the cap fights stains.”


My wife agrees that this is a great idea because it keeps the brush where it’s at hand all the time—right on the packaging.


A scrub brush is something we’ve seen on upholstery cleaners, but this looks to be the first time it’s been added—and so perfectly seamlessly—to laundry detergent.


Outside-the-box thinking for Puffs


The other packaging innovation is definitely something to sneeze at and may be even more ground-breaking than the cap: Puffs-brand facial tissues in a full-size SoftPack that eliminates the paperboard box in favor of flexible packaging.


P&G bills it as “The flexible new pack that fits perfectly into your life.” Flexible packaging has made inroads in a lot of major categories, but I didn’t see this one coming.


Pointing to the literal outside the box thinking of the package, the company boasts that this is “it’s most flexible & durable full-size pack.”


I wished I’d had this package three weeks ago while on a road trip when a bag of ice left on the backseat melted and leaked, completely soaking an unopened box of tissue next to it.

Now that is something I should have seen coming.


Consumers seem to be embracing the innovation: A posting made two days ago to the Puffs Facebook page already had more than 180 likes while an enthusiastic post at the Puffs’ site calls it “the best packaging ever!”


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The exact same thing happened to me, too, with a bag of ice and a tissue carton in the car last weekend. How weird is that?!