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PAC: Retailer/Brand Owner - Silver

P&G Canada Liquid Laundry Concentrate

Overview

For P&G Canada, concentrating liquid laundry detergents is the first step in a long-term, company-wide commitment to sustainability. The entire liquid laundry portfolio is being converted to a 2-times concentrated format, which results in roughly half the size of current bottles. These new containers require less material to make and take up less space in shipping containers, meaning a reduction in energy used in manufacturing and transportation.

Motivation for Change

Previous attempts to compact laundry products in Canada have largely been unsuccessful due to poor marketplace acceptance so this time, P&G Canada started working long before the launch to get buy-in from industry partners, retailers, sustainability leaders, NGOs, the waste management sector and, most importantly, the consumers who will be asked to make a habit change at the point of purchase. As a Canadian market leader in laundry and in a climate of renewed environmental interest, P&G recognized that it had an opportunity to shape the sustainability discussion.

Performance

With concentrated products, the consumer will have an easier shopping and usage experience. The new containers are easier for consumers to carry and take up less space in the household recycling box. For Tide, these benefits come with an increase in cleaning effectiveness and no increase in manufacturer’s suggested price.

Community Benefit

With concentrated products, the consumer will have an easier shopping and usage experience. The new containers are easier for consumers to carry and take up less space in the household recycling box. Consumer education website – Launched in January 08, concentrateonthefuture.ca/lefuturconcentre.ca, is an unbranded website supported by a multi-stakeholder consortium comprising organizations at every point in the laundry detergent life cycle – from manufacturing to use to recycling. Partners include: Canadian Consumer Specialty Products Association, Canadian Energy Efficiency Alliance, Canadian Federation of Independent Grocers, Packaging Association of Canada, Retail Council of Canada and the Canadian Consumer Specialty Products Association.

Expert Advisory Panel – P&G Canada convened a six-member panel of leading Canadian experts to advise the company on sustainability initiatives for its fabric care business, and how to encourage sustainable consumer behaviour. Members represent sustainability, the environment and consumer advocacy have been party to P&G Canada’s marketing, research and launch plans and provide advice and guidance on how best to communicate the messages to various audiences. In recent months, panel members have included information about P&G’s liquid laundry concentration in their own presentations to their stakeholders and in media interviews.

Consumer Contest – Along with partners Wal-Mart and Whirlpool, P&G Canada is holding a national Laundry Room Makeover contest in Canadian Living and Coup de Pouce magazines. Two Canadian families will win the components of an eco-friendly laundry room. The purpose of the contest is to get consumers excited about the laundry room as a sustainability focus.

Consumer Shows – A traveling Tide booth, designed to promote the contest and educate consumers on concentrated liquid laundry products is appearing at consumer and women’s shows across Canada

Consumer Public Relations – Working with one of its PR agencies, P&G Canada is launching the concentrated liquid laundry initiative across Canada with long-lead and short-lead print and broadcast media.

This innovative route to market can be applied across many other categories and sectors and could represent a new way of doing business in Canada.

Resource & Energy Optimization

The new 2X concentrated containers, roughly half the size of current bottles, have been reformulated by removing water and rebalancing ingredients to save up to 43 per cent of the plastic in the packaging and contain, on average, 35 per cent less water than before. Also, these products require less material to make and take up less space in shipping containers meaning a reduction in energy used in manufacturing and transportation.

For Tide, these benefits come with an increase in cleaning effectiveness and no increase in manufacturer’s suggested price.

P&G’s concentration of its liquid laundry detergents could save plastic equal to 10 million 2.95 L, non-compacted bottles. Further, lined up side-by-side, the bottles saved by compacting Tide, Gain, Cheer and Ivory Snow would stretch approximately the distance from Toronto to St. John’s, Newfoundland .

Supply Chain
Concentrating our liquid laundry products also helps to ensure a better business model for both P&G and our retail customers. With compacted liquid laundry detergents, we have an ability to deliver improved efficiencies and logistics for our customers and the trade. Examples can include a reduction in warehouse space usage, easier movement and handling through the supply chain, and improved shelf efficiency. Life Cycle Assessment (LCA) is a reputable environmental assessment tool used to provide insight into the environmental impact of a product
Procter & Gamble has developed an ISO-compliant database for life cycle evaluation of laundry detergents

The life cycle is evaluated using 11 environmental indicators which are considered relevant for the product category

In 2007, P&G commissioned an independent LCA of liquid laundry products designed to identify and quantify the environmental changes related to compaction, with the following goals:
-provide internal decision support on the possibilities to
-promote compaction on environmental grounds
-quantify the environmental impacts per wash of a liquid
laundry detergent compaction /concentration
-quantify the environmental impacts per wash related to detergent formulation and production, packaging, distribution and end-of-life stages

* LCA and additional data available on request and more information on pgscience.com

Categories: Polymer (Petroleum-based) PAC Award Winner Consumer Goods DuPont Award Winner

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