Shrinking sizes, combined types

Powder or gel? Manufacturers often use combined packaging to spare us the trouble of having to choose between the two. Washing liquids also exist to tackle special challenges. Washing powder is another category, like detergents and softeners, where hyper markets are increasing their market share. Only two factors limit the size of packages, one is EuroCompact packaging and the other is human strength. Euro Compact is the result of a campaign named “Washing powders for sustainable development”, which promotes reduction of the quantity of washing powder used. This change allowed EVM Zrt.-to renew the Bip brand, which is now composed of three compact members: Color, Univerzális and Hypoallergén versions. These come in cardboard boxes which can also be used as a form of media by accommodating throwaways, or advertising prize games. Large manufacturers focused on price promotions used for selling a washing powder and gel together. When manufacturers have both a cheaper and a more expensive brand, the cheaper one usually uses a duo pack or bonus packaging, while the more expensive brand is likely to use an added value promotion (like giving away a bucket or a softener as a gift). Displaying products in islands is highly appropriate for washing powders and gels, but more innovative solutions can also be practical. An increasing number of manufacturers use LCD displays showing non-stop advertising spots, combined with hostess promotions and gifts. Specialised products exist for special tasks like washing black or cotton clothes and removing stains. Benckiser uses TV spots very effectively. These are made in a tele-shop style with housewives wearing the colours of the Vanish brand and demonstrating the advantages of the product. Hostess promotions have also been used on several occasions. a Vanish Oxi Action The Chrystal White version of Vanish Oxi Action was introduced in January 2007, to fight stains which defy whiteners containing chlorine.