Vanish targets e-commerce with new Multipower Tabs
Reckitt brand Vanish has unveiled Multipower Tabs designed for online shoppers, which is being piloted in the UK. The tabs are a compressed powder of the brand’s main product to “allow for minimal packaging”. The ‘shipped in own container’ format is said to remove the need for an outer pack for online fulfilment.
Nick Horan, global brand experience lead at Vanish, said: “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.”
The packaging and visual assets of the new product were designed in collaboration with creative agency Marks. Horan added: “By the time the packaging has landed on people’s doorstep, they have already engaged with the product online and made the first decision of purchasing it, so are already familiar with the brand. This allows for the exterior branding to be subtle, with the more intricate design elements revealed when the box is opened.”
The packaging design also includes a QR code which enables and encourages people to engage further with the brand. It will offer access to enhanced advice, relevant content and dialogue with the brand.
Horan said: “We want look at the full journey. We want people to share and receive further advice – and we aim to listen and respond to them, and then scale up relevant content. This is what makes ecommerce projects so interesting – the clever use of more touchpoints to tailor the right experience for every need along the journey.”
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