Today Unilever announces the launch of Cif ecorefill, the new solution that allows consumers to refill and reuse their Cif spray bottles for life. This is a big milestone for the packaging industry.
Branding Folks/ FMCG Brands: What did we learn from this incredible launch of Cif by Unilever? “You jobs are changing”
Learning: The “Plastic Bottle” is becoming a “brandless standard” commodity. Your branding real estate & creativity are now on the labels of the smaller refill cartridges.
This is the beginning of
a) Standard reuse/ refill containers and a standard like the shipping container model
b) The branding team’s job will be to differentiate just using the labels.
We do not want to replace today’s non-standard plastic with non-standard reuse/ refill containers; replace recycling with cleaning facilities and we end up with a new challenge of unable to clean the reuse/ refill packaging. The real innovation has to be done by the Brand Teams & we need an alliance of brands like Unilever P&G RB Nestlé SC Johnson Ecover to use the reuse same packaging standard before it is too late.
Thank you Bridget McBride Alison Young for the incredible launch. This is something special.