Humberto Garcia(Packaging Manager for Environmental Sustainability, Unilever)
December 11, 2007
In being at the frontline of changing consumer consumption habits (and thereby environmental impact) without sacrificing corporate profits (or even better, improving them), the most important thing is that Garcia didn’t give up. Quite simply when Unilever and Wal-Mart collaborated on a new smaller, concentrated All laundry detergent, the 3x concentrate bombed with consumers who thought they were getting less product for more money. Rather than give up, Garcia championed a new solution: go to a 2x concentrate with a smaller cap (implied per wash ‘dosing’), which was clearly understood and strongly received by consumers.
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