- PRODUCT INNOVATION: Compacted versions of Tide and Gain powder detergents.
- SUSTAINABILITY: Goal of using 100% renewable or recycled materials for all products and packaging.
- MARKETING/PROMOTION SUPPORT: Future Friendly campaign.
THREE YEARS after Procter & Gamble began lightening the load for consumers, retailers and the environment by concentrating its liquid laundry detergents, it's set its sights on powdered detergents.
Beginning this February, Tide and Gain powder detergents will be packaged in cartons that are 33% smaller than those currently on store shelves, but they'll clean the same number of loads.
Smaller cartons will equate to savings along the supply chain including a 28% reduction in corrugate, 6% fewer trucks, and 5% to 8% less fuel required for trucks.
The green step will also qualify powdered versions of Tide and Gain for P&G's “Future Friendly” campaign. The goal of the strategy is to make shoppers aware of products that help save energy and water, and reduce waste. Items are highlighted with special displays, Future Friendly hangtags and seals on packaging. A special website, www.futurefriendly.com, focuses on the effort.
Other participants include Cascade Complete ActionPacs since it saves water; Tide Coldwater since it saves energy; and concentrated Ultra Downy Fabric Enhancer which saves waste.
More may soon join the list as P&G works toward achieving its new, long-term sustainability vision. Goals include powering plants with 100% renewable energy; using 100% renewable or recycled materials for all products and packaging; designing products that delight consumers while maximizing the conservation of resources; and having zero consumer and manufacturing waste go to landfills.
Although goals will take decades to achieve, P&G is already working toward them.
Last week, the Future Friendly program launched a partnership with RecyleBank, a rewards provider that motivates people to take greener actions, like curbside recycling, by granting them points redeemable for online rewards for local restaurants, pharmacies, supermarkets and other businesses.
Cincinnati residents with curbside trash service are among those eligible to join. Those who sign up at www.recyclebank.com will receive a $5-off reward toward the purchase of any Future Friendly product from the P&G eStore.
COMPANIES TO WATCH
SC JOHNSON: For the 22nd time, SC Johnson was recognized by Working Mother Magazine for being one of the nation's top companies for working moms. It's also achieved a perfect score on the Human Rights Campaign Corporate Equality Index, which rates companies on their fair treatment of gay, lesbian, bisexual and transgender employees.
CLOROX CO.: Clorox teamed with the National Education Association to spread the word about a special promotion just for teachers. During the weeks leading up to the 2009-2010 school year the NEA let constituents know about a free coupon for Clorox Disinfecting Wipes. Over a four-day period, 100,000 teachers redeemed the coupon. The promotion was so well-received that many schools included Clorox Disinfecting Wipes on classroom supply lists distributed to students this year.