![Tide & Cheer Detergents: Reduce, Reuse, Recycle & Refill Campaign](/assets/images/000/013/255/13255_lg.jpg)
Tide & Cheer Detergents: Reduce, Reuse, Recycle & Refill Campaign
Burson-Marsteller, Chicago, Illinois, 1996
Description
Tide and Cheer are now made with eco-sensitive packaging and consumers are encouraged to refill existing tubs. The packages are made from at least 25% post-consumer material. No excess design elements (such as handles) were added to the packaging, which uses 80% less material than cartons.
Our challenge was to increase awareness of Procter & Gamble’s new packaging, using few materials and maintaining a low budget. The result was a little box containing the actual packages and campaign details. The design uses the packages themselves as the “paper” for the press releases. Environmental tips are highlighted on the back.
Collections:
The Greening of Design
Discipline:
Package design
Credits
- Design firm
- Burson-Marsteller
- Art director/designer
- Karen Kotowicz
- Illustrator
- Karen Kotowicz
- Writers
- Linda Lichter, Chris George
- Typefaces
- Oficina, Orator, Garamond
- Printing method
- Accurate Silkscreen, Nutone Printing, Victor Envelope
- Printer
- Graphic Finishing
- Client
- Procter & Gamble
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