"The old Dawn refill jug had a standard circular mouth that glugs when it pours out unevenly. One wrong move and that dish soap could end up all over the kitchen counter."
"We redesigned the new Dawn Platinum refill jug to make the process much quicker and cleaner,” Angelica Matthews, P&G brand VP, said in a statement."
"The jug redesign is part of a wider play by P&G to increase household penetration as the company faces slow growth and weak consumer spending."
Dawn, the top-selling dish soap brand in the U.S., redesigned its refill jugs to reduce messiness and improve usability. The new EZ-Pour spout allows for a smoother, faster pour, increasing efficiency by 37%. The ergonomic handle and updated formula aim to encourage more households to adopt refill jugs, which currently see low usage at 12%. This redesign is part of Procter & Gamble's broader strategy to boost household penetration amid slow growth and increased competition from private-label brands.
Read at Fast Company
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