Tide Pods were a breakthrough success. But P&G created a product so visually appealing and irresistible that it inadvertently turned into a public health risk.
It had been two decades since the consumer products conglomerate introduced Tide liquid detergent, revolutionizing the way people washed their clothes. Cheaper rivals and in-house store brands were chipping away at Tide's dominance.P&G had also found that consumers were tired of lugging around bulky seven-pound Tide detergent bottles, measuring and pouring liquid detergent into a cup and then cleaning up the inevitable spills. Doing the laundry had become a dreaded chore.
Tide Pods' design was reflective of a long strategy of consumer product makers designing cleaners and personal hygiene products that exhibited food or drink attributes, according Dr. Frédéric Basso, a professor at The London School of Economics and Political Science, who has researched this trend, known as"food imitating products." Other examples of this tactic include bottles shaped like soft drinks and labels that depict colorful fruits.
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