Why must Tide insist on making its products look edible?

Illustration for article titled Why must Tide insist on making its products look edible?
Photo: Tharakorn, Proctor & Gamble

It wasn’t enough that kids were nomming on Tide Pods—and thereby birthing actual Tide Pod-inspired food—now, the feedback loop closes even more tightly as Tide introduces its newest “Eco-Box” packaging that looks just like boxed wine.


The packaging is designed specifically for e-commerce customers who buy Tide products through Amazon or online grocery stores. According to parent company Proctor & Gamble, the Eco-Box has a lighter shipping footprint (using 60 percent less plastic and 30 percent less water than the current 150-oz press-tap box) thanks to its foldable cardboard package and its “ultra-concentrated” (ultra-delicious?) liquid detergent. It also doesn’t requier any bubble wrap or additional packaging to ship. Once the Tide box arrives, a customer can unfold the Eco-Box to create an origami-looking stand that sits atop your laundry shelf or washing machine.

But uh, are the designers aware that it looks like mama’s favorite box of cab sauv?

“This is a fundamentally different approach than we’ve taken in the past and represents our relentless obsession with delighting consumers,” Sundar Raman, vice president of P&G’s North America fabric care business, said in a statement.

I just want to know how many glasses of Tide it takes to take the edge off a rough Tuesday.

Kate Bernot is a freelance writer and a certified beer judge. She was previously managing editor at The Takeout.


Probably 2 servings of that cap will take the edge off of everything forever.

At least this time, it looks like an adult beverage so technically, kids won’t be tempted to try? Also, ultra concentrated means people will mistakenly use more than needed and they can sell more detergent.