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Procter & Gamble needed a winner in 2012 and new US convenience detergent product Tide Pods was it, reaching sales of $500m, almost unheard of for such a product launch.
The trouble is that a lot of small children have taken to eating them, over 500 cases of poisoning have been reported (none fatal as far as we know).
Not so surprising really when you look at this lively commercial from Saatchi & Saatchi.
So the packaging’s being changed to keep the little hungry noses out. Sometimes you just can’t win.
