Can Concentrated Refills Catch On? SC Johnson Thinks So
When you buy that jug of laundry detergent or window cleaner, you are buying a product that is 90 percent water
. Concentrated refills are a solution, but consumers are turned off by having to remix their own household cleaners. So CPG
companies are in a pickle.
SC Johnson believes they can change consumer thinking with the introduction of WindexTM
Minis, pouches of concentrate that only weigh a few ounces each. For now the Minis will be available only online so that SC Johnson employees can tweak the design and decide how to roll out the product.
For SC Johnson, the trick is buy-in from those influential “mommy bloggers.” They have a role in changing consumer behavior, and such a change is crucial: companies lose money by wasting transport costs on shipping water across the country.
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. Naturally the peanut gallery, which loves to naysay an idea but offer suggestions that are besides the point, have chimed in. But whatever you think of a bottle’s design or diesel fuel, less water consumed and fewer deliveries made together are a great benefit.