New Deep Clean TideKick dosing/ pretreating cap gives stains the boot

Food & Drug Packaging, Dec, 2000

Laundry detergents with stain removers need a dispenser/applicator in the same manner as Johnny Carson needed sidekick Ed McMahon.

That's what Procter & Gamble discovered by watching consumers use its Deep Clean liquid laundry detergent. P&G paired the new TideKick dosing and pre-treating unit with its Deep Clean Formula. P&G spokesperson Molly Humbert says, "We're giving consumers a convenient tool to pretreat their clothes with our detergent."

The TideKick mechanism completely covers the top of the bottle's cap, snapping onto a specially designed collar around the bottle's neck. Consumers are directed on how to use this unique overcap to conveniently pre-treat, measure and dispense the detergent.

Similar to a deodorant roll-on, the TideKick unit has a patented spring-loaded ball for use as a roll-on stain pre-treater. It releases more product proportionately with downward pressure. After pretreating the stain, the consumer then tosses TideKick with the remaining detergent into the washer anytime while it is filling. TideKick has been specially designed to release the Tide formula into the washer as it operates (along the same concept as the Downy ball).

Made of recyclable plastics, TideKick is safe for the washer and clothes, even if the consumer also uses the Downy ball for dispensing fabric softener. Deep Clean Tide contains no phosphates and is safe for septic tanks. TideKick is available on the 25, 150 and 300 fluid ounce sizes.

P&G cites proprietary reasons for not releasing specific information on materials or suppliers used to make the TideKick. However, It did not have to change the bottle design of its Deep Clean Formula to accommodate the TideKick.

Tide liquid laundry detergent with TideKick in a Deep Clean Formula began shipping late summer in nationwide distribution and has drawn a favorable response so far. Humbert tells us, "It has been well received by consumers and retailers, but it's too early to share results."

Note: Remember to tell our reader's about all the cool news and new products that the editors saw at the Pack Expo show just last month. The comprehensive report starts on page 35.