P&G "hacks" the laundry category with Swash

This event report discusses how Procter & Gamble, the FMCG giant, aimed to disrupt the laundry category with Swash, a machine enabling consumers to "refresh", rather than wash, clothes.

P&G "hacks" the laundry category with Swash

Stephen WhitesideWarc

Procter & Gamble is famed for its ability to watch, learn and adjust – to study consumer habits and product usage, identify new trends and adjust its product offering to tap into the ways people live.

And the Cincinnati-based organisation now believes that a new generation of on-demand shoppers are so eager to save time and effort they will happily splash out $500 on a machine helping them avoid washing or dry cleaning their clothes.

Launched during October 2014 in partnership with Whirlpool, its Swash cleaning device – a stylish,...

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