P&G puts new spin on its top detergents

When premiering successful extensions of its bellwether laundry detergents, Procter & Gamble, Cincinnati, took Tide® liquid and Gain and transformed them into its higher-end Simple Pleasures™ and Joyful Expressions versions that contain unique scents. To set the new Simple Pleasures bottles apart, P&G looked to Americhem (www.americhem.com) to design unique colors with dynamic special effects. Experts at Americhem's Packaging Design Center assisted with the package development. The new Tide products include HDPE bottles in blue pearl, violet pearl, rose pearl and orange pearl. For Gain Joyful Expressions, a premium version of regular Gain laundry detergent, a dramatic cranberry color was chosen and Americhem matched the color with iridescence, metallics and pearlescence, for a design that includes a colored mid-layer that gives the handled bottle opacity. The entire development cycle, from concept through product launch, took six months.