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.