Reckitt’s laundry brand Vanish has launched new ‘Multipower Tabs’, with the packaging and brand experience designed specifically for online shoppers. The tabs are a compressed powder of the brand’s main product to add user-convenience and to “allow for minimal packaging”. The ‘shipped in own container’ format removes the need for an outer pack for online fulfilment, reducing packaging and waste significantly
Reckitt stated that the new release is part of a shift for Vanish towards fully embracing e-commerce and making sure it develops the brand’s appeal among a younger, more time-strapped audience.
Nick Horan, Global Brand Experience Lead, Vanish, says: “Vanish is constantly adapting to the needs of people to give them solutions that keep clothes in circulation. With Vanish aiming to make clothes last longer, and fashion buying increasingly taking place in an online world, it makes sense for Vanish to show up more prominently in that space.”
Vanish Multipower Tabs are being rolled out across UK via pilot schemes.
Given the proven success of tablet formats in laundry, it is surprising that this is new, but it is good nonetheless. The product benefits of convenience, dose control, improved efficacy through putting in the ‘drum’ and minimal mess combine with brand benefits of caring for fabrics so they last longer in a proposition tailored for those who use an important and growing distribution channel. A strong example of an innovation that sustains and strengthens brand relevance for today’s audience. This illustrates the opportunity for brands to put more effort into tailoring formats, pack-sizes, in-home recycling approaches, etc. for online shoppers, enhancing their experience.
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