Tide - global impact

As part of a broad range of sustainability initiatives, P&G developed concentrated laundry detergents to reduce packaging and shipping. But how could consumers understand the redefined value equation? Webb deVlam identified technology communication as a key opportunity to win consumer confidence. A package form that clearly conveys advanced innovation and performance was then developed. By successfully reassuring consumers, the new packaging has helped P&G dramatically reduce the environmental impact of its laundry business.