Concentrated Product – Packaging Reduction – Positive Environmental Impact

Consumers have become more environmentally conscious. One of the ways in which Unilever has responded to this challenge is by developing products that are kinder to the environment, use less packaging, are easier to carry and which take up less space in the home. Their products Persil and Surf Small and Mighty are a prime example. They reformulated them so that they could be more concentrated without loss of cleaning power. This meant that the product could be packaged in relatively small bottles, reducing the amount and cost of packaging, transportation costs and fuel usage. Compared to their diluted competitor products, Small and Mighty use 40% less packaging, which reduces the amount of plastic that’s manufactured which, in turn, has a positive impact on the environment.

Virtual Products in a Virtual Aisle Shopper Marketing Test

Before Small and Mighty was launched, Unilever commissioned Fifth Dimension to help them determine the most effective way to merchandise the new range in retail stores. We created a Virtual Aisle for the Detergent category and conducted a research project, the insights from which enabled Unilever to successfully launch the product in the UK. This image shows some of the three-dimensional product which was built for the Virtual Store test.