P&G laundry brands go for compact versions

Procter & Gamble is poised to introduce compact versions of its laundry detergent formats across all brands. The decision means fillers will be removed from powders, tablets and liquitabs, reducing their size by up to a quarter, by February 2009.

The move, which will include P&G detergent brands Ariel, Bold, Fairy and Daz, is intended to shore up P&G’s green credentials following its £12m “Turn to 30°” campaign for flagship brand Ariel. The campaign was applauded by green campaigners as having a potentially positive effect on the environment, but P&Gdid not see the brand return to growth.

Last month, P&G introduced Ariel in a “new generation” gel format, as predicted by Marketing Week in May (MW May 28). P&G claims the product can be used at temperatures as low as 15°.

The company aims to assert its environmentally responsible positioning in the face of stiff competition from Unilever, which has launched Small & Mighty sub-brands of premium detergent Persil and budget brand Surf.

It is thought that P&G will support the new compact products with a major marketing campaign in spring 2009. The company is aiming for continued growth in its mid-market brand Bold, whose market share rose by 3% between 2005 and 2007. Both Bold and Ariel have about an 18% share.

P&G’s Bold strategy has been focused on strongly-fragranced variants, such as Black Diamond and Lotus Flower.