Inside P&G’s Category Premiumization Strategy with Tide Evo

At 53¢ per wash, Evo detergent is nearly double the price of a Tide pod and triple that of liquid. But walk into Walmart, and it’s the first thing you see.

Description

When a launch shows up like this at retail, it’s not subtle. Massive front-of-aisle display. Heavy media support. Premium price per wash. This isn’t a line extension. It’s a margin play.

What stands out most is the restraint on the pack. For a legacy CPG brand known for crowded communication, this execution is disciplined. The product is the hero. One dominant claim. Clear form callout. Minimal noise. That level of simplicity signals confidence and serious validation behind the scenes.

The pricing tells the rest of the story. At a significant premium to pods and liquid, the strategy is clearly to trade shoppers up and reset expectations around value per load. That only works if the packaging supports the leap. Here, it does.

This launch also reflects broader CPG packaging trends: elevated aesthetics, simplified claims, and format-forward branding. Combined with aggressive in-store placement and digital targeting, it’s a textbook CPG omnichannel push.

The real question isn’t whether it’s eye-catching. It’s whether the category will follow or fight to protect its share.

Video Transcript

00:00:00 The amount of money PNG is spending on
00:00:02 this thing is absolutely insane.
00:00:06 Hey guys, it's Shopping with Christie
00:00:08 and I'm at Walmart. Look at that
00:00:10 display. You know, as a consumer,
00:00:12 obviously, it's the first thing I'm
00:00:13 going to see. This is the main aisle.
00:00:15 You walk down, there it is, tied. And my
00:00:18 point is this. They really want to
00:00:20 generate trial with this Evo detergent
00:00:22 tile. Let's just look at this for a
00:00:24 minute. I mean, I actually started my
00:00:26 career way long ago in the early as
00:00:28 doing shopper marketing and so I have a
00:00:31 deep appreciation for how products show
00:00:34 up at the store. I did shopper marketing
00:00:36 at Unoliever. But anyway, the amount of
00:00:38 money PNG is spending on this thing is
00:00:40 absolutely insane. I've also seen, of
00:00:42 course, been very targeted on their
00:00:44 YouTube and, you know, I've seen
00:00:45 advertising on TV and social everywhere
00:00:48 on this brand. How much margin is in
00:00:50 this brand that they can afford to do
00:00:52 this? Must be a lot. Let's check out the
00:00:54 value prop. This is 53 cents per count,
00:00:58 so probably per wash versus 32 on like a
00:01:01 pretty expensive Tide Pod. 30s generally
00:01:04 for pod. Then you look down here and
00:01:06 you're like 15 for liquid. You start to
00:01:09 build a value prop picture and if you're
00:01:10 the brand manager of like what they're
00:01:12 spending on this thing, they're really
00:01:14 selling hard to margin up this category.
00:01:16 That's that. I will say this, I think
00:01:18 the packaging is incredibly alluring and
00:01:20 beautiful. Looks like 3D the whole
00:01:22 thing. And it's also very very clean in
00:01:24 its messaging. They have kept this pack
00:01:27 wildly clean. Look at that. Clearly the
00:01:30 product is the hero. You get an
00:01:31 understanding of how much is in there.
00:01:33 You understand it's detergent. I guess
00:01:35 they're trying to call this thing like
00:01:36 it's not just a brand but the form. I'm
00:01:39 imagining maybe they're Oh, no. I guess
00:01:40 it's fiber tiles down here. That's the S
00:01:42 soi. But they're I guess they want
00:01:45 people to call it EVO. Oh, pick me up
00:01:47 some of that EVO. Like I think that's
00:01:48 what a consumer would say. And then
00:01:50 they've really kept it clean with just
00:01:52 one hero claim. That's it. 100%
00:01:54 concentrated, powerful clean. That is
00:01:56 bold. They must have done an
00:01:57 unbelievable amount of research to have
00:01:58 this level of conviction. Of course,
00:02:00 they have some other items down here,
00:02:01 too, but that's very small. Look at how
00:02:02 small that is relative to that. And then
00:02:04 you think about how clean this pack is.
00:02:06 I'm imagining they researched the heck
00:02:07 out of that versus
00:02:10 that. Oh my god, this was like a circus
00:02:14 compared to that. Just some thoughts for
00:02:16 you guys. I've been watching this launch
00:02:18 quite a bit. We'll see where it goes.

Christy Lebor Partner & Head of Brand Development, SmashBrand

18 Articles

Christy Lebor is a Partner and Head of Brand Development at SmashBrand, a premier brand development agency championing the FMCG space. With two decades of Fortune 500 CPG experience, Christy harnesses her background from industry titans to infuse brands with a growth trajectory that transitions them from category disruptors to legacy brands.

Her portfolio includes:

Brand management roles at global giants: Kraft, PepsiCo, and Unilever.
Launching pivotal products: Axe Body Wash in the US and the original Dove Campaign for Real Beauty at Unilever.
Steering innovative product lines at PepsiCo: Gatorade chews, protein bars, Mio Fit, and Amino Energy.
Pioneering breakfast innovations at KraftHeinz: Just Crack an Egg
Leading the branded business segment and global innovation at JBS, the world's largest meat company in the world.

Prior to her tenure at SmashBrand, Christy's track record spans various senior management and development roles. Each role has honed her expertise in the intricacies of FMCG, enabling her to cultivate category advantages for brands. From SKU rationalization to directing pivotal innovation stage gates, Christy's acute expertise in FMCG has consistently placed her at the forefront of the industry. Her ability to make incisive, strategically sound decisions has been key in propelling brands to market leadership.

Her philosophy pivots on the principle that timely, relevant data, integrated with brand strategy, is the linchpin for brands aspiring to scale and establish market dominance. At SmashBrand, Christy intricately weaves this philosophy, ensuring brands are not just strategically poised but holistically developed.

Educationally, Christy is equipped with a BBA from The University of Michigan Business School, an MBA from the Kellogg School of Management, and additional prowess in Private Equity and Venture Capital from Harvard Business School.

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