Thursday, 21 February 2008
Haven't they got the message about packaging yet?
Add or View Comments- Thu, 21 Feb 2008
- View More On: Green Experiences
After a year of an exponentially increasing profile for green and environmental issues, it seems most companies are catching up with the 'game'. Leaving aside the issue of whether these companies are doing it for the right reason and whether it really makes a difference, I have just encountered something of an impressive green blunder.
Clearly, size matters
"Colgate Total Professional Weekly Clean is a new and innovative addition to regular toothpaste, therefore we have changed the packaging to demonstrate this." Let's be clear. The 'cassette' style packet is about 15cm x 8cm x 1.5cm. This makes it about the size of a small diary. The tube contains 20ml of toothpaste and is about 8cm x 1.5cm. The packet is stiff cardboard moulded to plastic. It cost (in Sainsbury's) £3.79 which comes to nearly £20 if you bought the equivalent volume of a normal-sized tube (100ml).
Why would they do this?
"Considerable research and development has gone into developing this specialized toothpaste to ensure it gives a 'dentist clean feeling'". I don't begrudge Colgate the opportunity to make a profit. However, the packaging is clearly intended to disguise the tiny size of the tube and ensure the shelf-space occupied by the tube is sufficiently large to gain attention. They state they have used different packaging to show that the product is different.
Is it necessary?
Well, on the surface it would seem that they need the packaging to sell the product. Surely, though, in the 21st century, we can discover a way to achieve the desired effect without the vastly oversized packaging? Have they really innovated with materials? Is the plastic necessary? Could they have been more creative?
On balance...
I am disappointed to see that despite the vast attention given to green issues, the message is only considered when convenient. At best, it is an after-thought or perhaps an inconvenience to be accomodated for the purposes of PR. One certainty is that these practices must change.
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