Reckitt’s laundry line Vanish has launched new packaging for its ‘Multipower Tabs,’ a compressed powder version of the brand’s laundry detergent. By eliminating the need for external packaging for online fulfillment, the SIOC (shipped in own container) model significantly reduces packaging waste. The brand hopes that with this update, it can embrace e-commerce and promote a sense of youthfulness to potential consumers. The packaging and visual assets of the product were designed by the creative agency Marks, and they allow consumers to scan a QR code to learn more about the brand.
“We want look at the full journey. We want people to share and receive further advice – and we aim to listen and respond to them, and then scale up relevant content. This is what makes e-commerce projects so interesting – the clever use of more touchpoints to tailor the right experience for every need along the journey,” said Nick Horan, Global brand Experience Lead at Vanish.
Image Credit: Vanish
Key Themes Behind This Trend
- E-commerce Packaging Elimination
- Reckitt's 'Multipower Tabs' SIOC model, which eliminates external packaging for online fulfillment, is a disruptive innovation opportunity for companies to reduce packaging waste and streamline their e-commerce processes.
- QR Code Scanning for Product Information
- The QR codes on Reckitt's 'Multipower Tabs' packaging provide a disruptive innovation opportunity for companies to leverage touchpoints and offer tailored experiences to consumers through detailed product information.
- Visual Design and Branding for E-commerce
- The visually appealing and youthful design of Reckitt's 'Multipower Tabs' packaging, created by Marks, presents a disruptive innovation opportunity for companies to create brand awareness and entice customers through creative e-commerce design.
Where This Applies
- Consumer Goods
- Reckitt's 'Multipower Tabs' e-commerce packaging presents a disruptive innovation opportunity for companies in the consumer goods industry to streamline their e-commerce processes, reduce packaging waste, and create brand awareness through visually-striking designs.
- Logistics and Supply Chain
- The SIOC model used by Reckitt's 'Multipower Tabs' packaging provides a disruptive innovation opportunity for companies in the logistics and supply chain industry to streamline their e-commerce processes by reducing the need for additional packaging during fulfillment.
- Creative Agencies
- Marks' visually appealing and youthful design for Reckitt's 'Multipower Tabs' packaging presents a disruptive innovation opportunity for creative agencies to capitalize on e-commerce design and branding where packaging may no longer be the primary touchpoint for customers.
