Wisk cleans up with flip-open box - Brief Article - Product Announcement

For the second consecutive month, Unilever makes packaging news (see Aug. 00, p. 9)--this time with a flip-open box for its new Wisk Dual Action laundry tablets. The product will be launched in stores throughout the nation about mid-December.

The box uses the familiar Wisk logo on the front, back and sides. Perforations on the bottom of the box's back side create a flip-open flap, making it easy for consumers to retrieve the product. Instructions and arrows direct them on how to open the package.

While the package will be used in this vertical position, it is designed to be displayed horizontally on store shelves. Required information such as ingredients, warning and directions, are printed on a side panel. Because one average washload calls for two tablets, the tablets are twin wrapped in printed cellophane, giving consumers the convenience of a measured dose package that is less messy than some free-flowing powders. Unilever will sell the tablets in 30-, 60- or 90-washload size boxes. Pricing has not been set yet.

So far, U.S. retailers have responded enthusiastically. Unilever has sold tablet detergent in Europe for some time and the response there has been good. According tothe company, this product formula will stay together for manufacturing, packaging and shipping, yet dissolve completely when dropped in the wash to get clothes clean.

-- Dan Wagner Staff Editor

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