Less plastic with Dash PODs
Proctor & Gamble (P&G) has announced measures to reduce the use of plastics in its Dash, Lenor and other P&G Fabric Care brands packaging across Europe by 30% by 2025.
The group is also committed to increasing the use of post-consumer recycled material (PCR) and achieving full recyclability across all packaging by 2022.
With the Dash brand alone, P&G will reduce the quantity of plastics used by 1,350 tons per year, largely through the use of single-use PODs which are now also available in the new bag format. Due to their compactness, PODs require 75% less packaging per wash while supplying the exact amount of detergent needed, thereby avoiding wastage and over-dosing.
Dash is promoted in Italy through a campaign based on the slogan “Io POD, e tu?” (“I POD, and you?”) created by film director Paolo Genovese and featuring football star Francesco Totti as brand ambassador. The campaign won the gold award (Renaissance category) in the Effie Awards Italy 2019.