P&G Just Wants You to Use Your Dishwasher
The consumer goods giant is on a myth-busting mission to save Americans water (and get them buying more Cascade).
Cascade, a nearly 70-year-old brand, is trying to convince consumers to use their dishwashers more often.
Photographer: Gabby Jones/BloombergProcter & Gamble Co. has spent a decade trying to remake itself. It shed weaker brands and thousands of jobs. It bolstered its supply chain. And now it wants to prove that it can reinvigorate some of its household names.
Take Cascade, a dishwasher detergent that is emblematic of many P&G brands. It’s big, with sales approaching $900 million, old at nearly 70 years and dominant in controlling two-thirds of the US market. But that makes it hard to grow. To really alter the trajectory of a business this size, P&G is trying to change consumer behavior — a major undertaking for any company.