P&G Announces Change to Laundry Pacs and Taps Safe Kids Worldwide to Help Promote Safety Among Parents
June 30 2015 - 4:12PM
Business Wire
P&G Incident Rates Drop 28 Percent;
Additional Steps Taken with New Bitter-Tasting Film For Pacs and
New Safety Campaign
P&G (NYSE:PG) announced today that in connection with an
ongoing effort to help safeguard children from accidents with
laundry pacs, it's dialing up its safety awareness campaign among
parents with Safe Kids Worldwide, adding a bitter taste to the
outer layer of its Tide, Gain and Ariel laundry pacs in North
America this fall, and enhancing its TV, print and advertising
campaign promoting safety.
P&G made changes to its package, and today the containers
have more secure closures and are opaque, so the contents are not
visible. Because children are still accessing the product - often
because the package is left open, pacs are left outside of the
container, or within reach of kids - P&G partnered with Safe
Kids Worldwide and also debuted a TV, print and digital advertising
campaign earlier this year about its safe use and storage.
https://www.youtube.com/watch?v=ZEfn_Si5jWk
“We are seeing a 28 percent decline in the rate of incidents
relative to the number of our laundry pacs in the market, but we
want to see more progress which is why we're taking these important
additional steps," said Shailesh Jejurikar, President of P&G
Fabric Care, North America. “Accidents happen regardless of a
laundry pac’s color or design, so we are focused on reducing access
to the packet and its contents.”
In June, the European Commission enacted new standards for
laundry pacs, and P&G is bringing those standards to North
America later this year. In addition to the bitter-tasting
substance, the packet is designed to delay release of the liquid in
the laundry pacs, which will help give a child the chance to spit
the packet out. The pacs must also withstand the average squeezing
pressure of a small child. This is the latest in a series of
interventions in Europe, where incident rates have also dropped in
countries like Italy, the United Kingdom, and Ireland.
Today, about 12,000 of estimated 2,200,000 calls to U.S. Poison
Control Centers every year are related to laundry pacs. P&G
recently launched a campaign “Up, Up, and Away” and is working with
Safe Kids Worldwide to reach parents in local communities from June
to September through the various on-the-ground coalitions
affiliated with Safe Kids Worldwide.
"Little kids tend to discover the world by putting everything in
their mouths," said Kate Carr, President and CEO of Safe Kids
Worldwide. “We want to remind parents of the importance of keeping
liquid laundry packets, and all household cleaners, out of sight
and reach of children.”
The “Up, Up, and Away” campaign builds on the multi-year,
industry-wide KEY Pledge campaign led by the American Cleaning
Institute, which raises awareness and inspires action among parents
and caregivers to keep laundry detergent pacs away from
children.
P&G introduced Tide Pods in 2012, Gain Flings in 2014 and
Ariel Pods in 2015. Laundry pacs are used in over 26 million U.S.
homes, and P&G brands comprise 80 percent of laundry pac
sales.
About Procter & GambleP&G serves nearly five
billion people around the world with its brands. The Company has
one of the strongest portfolios of trusted, quality, leadership
brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®,
Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head
& Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®,
SK-II®, Tide®, Vicks®, Wella® and Whisper®. The P&G community
includes operations in approximately 70 countries worldwide. Please
visit http://www.pg.com for the latest news and in-depth
information about P&G and its brands.
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Procter & GambleAnitra Marsh,
513-983-6708marsh.ac.2@pg.com
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