This marketing idea reminds me of the Seinfeld episode when George and Jerry pitch their idea to NBC: a show about nothing.
Of course, the show never really was about nothing. And neither is this cleaning product from Arm & Hammer. The tiny bottle shrink-wrapped to the big one is filled with liquid concentrate cleaning agent. (The big one in the picture is empty). The user adds his own water from home.
This is a good idea actually. But it is a bit startling to see an empty bottle for sale on the retail shelf. And more shocking to see how little cleaning agent is actually used in detergent. It makes you think about how much water we are shipping around the world at huge expense and environmental cost. I imagine this is an interim packaging solution for Arm & Hammer. Putting the tiny bottle of concentrate on the shelves by itself might be a bit too big of a leap for consumers to make.
Better to condition them that changes are coming and gradually make them more comfortable with buying less. There is also a practical reason to sell the big empty bottle along with it. Most people buy a new bottle after they've thrown out the old one. So if you did want to buy the concentrate you'd need to have saved your old bottle at home before heading to the store.
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Posted by: dissertation | February 02, 2010 at 11:12 PM