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.
https://www.unilever.com/news/press-releases/2019/cif-innovative-at-home-refill-will-remove-1-5-million-plastic-bottles-from-uk-supermarkets.html