Frédéric Basso, a professor at The London School of Economics and Political Science, who has researched this trend, known as “food imitating products.” Tide Pods’ design was reflective of a long strategy of consumer product makers designing cleaners and personal hygiene products that exhibited food or drink attributes, according Dr. People also liked how the Tide Pods felt in their hands, researchers found. The company developed a see-through fishbowl-shaped plastic container that showed the pods clearly to stand out on the shelf. How we got addicted to using Q-tips the wrong way Q-tips, a brand of Unilever, is seen on display in a store in Manhattan, New York City, U.S., March 24, 2022. P&G did not say why it changed the colors. Today, it features a patented three-chamber design that separates detergent (the green compartment), stain remover (white) and whitener (blue). Tide Pods appealed to customers with its lightweight design, blue, orange and white-striped swirl and soft, squishy feel. The product was so successful that other manufacturers raced to create similar versions.
Within a year, Tide Pods crossed $500 million in sales in North America and controlled about 75% of the market for single-dose laundry packets, the company said at the time. P&G spent $150 million on an advertising blitz rolling out Tide Pods to consumers. Stand Out.” The spot encouraged customers to “pop” Tide Pods into the washing machine and watch their clothing “pop” with brightness. “We want to shake this category up with innovation.”Īt the Academy Awards telecast in 2012, P&G introduced Tide Pods in a sparkling, vibrant commercial with the tagline “Pop In. The goal was to “disrupt the ‘sleep-washing’ ” among consumers who “automatically pick up” detergent, P&G’s marketing director for North American fabric care told The New York Times. It involved more than 75 employees and 450 different packaging and product sketches. P&G’s next attempt – creating a tablet with liquid that would eventually become Tide Pods – was a hugely difficult engineering task. Here, former CEO Bob McDonald showcases an early version of Tide Pods' clear package design. “It wasn’t even close to hitting the goals,” one former P&G employee later told The Wall Street Journal. But the company pulled them off the market two years later – the powder tablets didn’t always dissolve completely and they worked only in hot water. In 2000, P&G introduced Tide Tabs: tablets filled with powder detergent. It was on the market for about five years. In 1960, P&G launched Salvo, a compressed powdered tablet. Tide Pods was not P&G’s first attempt to develop a laundry tablet. Within the company, working on Tide has been a coveted job and often a stepping stone to the executive suite. Tide came to dominate the detergent sector and was at one point P&G’s largest US brand.
Tide, which arrived on the US market in 1946 as the first synthetic detergent, has long been one of P&G’s most important brands on a roster that includes Gillette, Pampers, Dawn, Bounty and other staples of American homes. But P&G created a product so visually appealing and irresistible that it inadvertently turned into a public health risk. In 2012, after eight years, P&G finally introduced America to Tide Pods, a delectable blue, orange and white single packet of concentrated detergent. It set about trying to develop a distinctive palm-size, liquid-filled detergent capsule that would catch shoppers’ eyes on the shelf and make doing laundry a bit more exciting. The company needed to develop something so different that it would convince consumers to switch away from liquid detergent. The product has been one of Procter & Gamble's most successful innovations in years. Tide Pods' signature three-chamber design.
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