News

Studio Davis, the Bath packaging design agency, has worked with Procter & Gamble's in-house design team on a new pack for Ariel Excel Gel.

The pack's PP closure includes a snap-on/snap-off integrated doser co-moulded with thermoplastic elastomer (TPE) that delivers a precise dose.

The pebble-shaped pack also features a flip-top closure with a luminescent spark surface finish to highlight the headstanding pack, while an integrated 'visi-strip' shows consumers how much gel remains in the pack.

Ariel brand global design leader Richard Moore said the pebble shape evolved when P&G thought about softening the brand and defining it for the future.

"As well as being an irresistible shape, a pebble is a natural form, affected by the elements and shaped by water. What's more, the shape is user-friendly and chic – people just want to reach out, grab it and give it a squeeze."

P&G said the compact, recyclable pack uses up to 45% less packaging than other Ariel liquid detergents, allowing more bottles per case, pallet and truck to be transported and reducing carbon emissions as fewer trucks are needed.

Ariel Excel Gel rolls out this month across the UK.