Procter & Gamble is being criticized in the blogosphere for coming up with a package that is not only uniquely efficient in the e-commerce channel for which it was designed but also has considerable advantages from a sustainability standpoint. Called Tide Eco-Box, the package is a 105-oz bag-in-box format containing an ultra-concentrated detergent that washes the same 96 loads of laundry that the 150-oz extrusion-blown HDPE press-tap container of Tide does. The Eco-Box contains 60% less plastic and 30% less water than the press-tap bottle, and when it’s filled it weighs 8 lb compared to the 12-lb bottle. Additional sustainable packaging points are scored because the cube-shaped Eco-Box not only weighs considerably less but also takes up less space. That allows larger quantities to fit on fewer delivery trucks, which means less fuel gets consumed.
So why the criticism? Because teens with way too much time on their hands might see that the package resembles a bag-in-box wine and challenge each other to post YouTube video of themselves quaffing the detergent. I guess the thought process runs along these lines: “Whoa, dude, this Tide package looks like a wine box. Let’s see how many of our addled confreres will accept a challenge to drink its contents.”