The chief executive officer of Procter & Gamble, David Taylor, has announced steps aimed at preventing teenagers from eating the company’s Tide laundry pods. The Tide laundry pod-eating craze started more than a two years and has seen some teens make videos of themselves taking part in the ‘challenge’ by eating the detergent packets.
Writing in a blog Taylor revealed that the consumer goods firm will be running public service announcement aids aimed at preventing the habit. He also called on advocacy and industry groups to discourage the pod-eating craze. Additionally Procter & Gamble will partner with social media firms to prevent the pod-eating challenge videos from spreading.
“Ensuring the safety of the people who use our products is fundamental to everything we do at P&G. However, even the most stringent standards and protocols, labels and warnings can’t prevent intentional abuse fueled by poor judgment and the desire for popularity,” wrote Taylor.
Last week Procter & Gamble released a safety campaign for social media platforms to serve as a counter to the meme. One of the ads features Rob Gronkowski, a football star who plays with the New England Patriots. In the ad which can be accessed on the Facebook and Twitter pages of Procter & Gamble the football star urges people to avoid eating Tide pods.
The laundry packets came on to the scene six years ago and from the onset there were fears that small children would try to ingest them. To prevent this Procter & Gamble has distorted the packaging appearance in order to make them appear less like candy. The consumer goods firm has also given the laundry packets a bitter taste. Additionally Procter & Gamble has made PSA commercials which warn parents and minders to ensure the pods are kept out of the reach of kids.
The AAPCC – American Association of Poison Control Centers, has also raised concern saying the pod-eating craze was worrying. So far this year the AAPCC has reported about 39 Tide pod-eating cases involving teens aged between 13 and 19.
The AAPCC has called the situation alarming since this is less than a month into the New Year and already the number of Tide pod-eating cases has surpassing the total number recorded in 2016. Last year there were 53 Tide-pod eating cases the AAPCC handled.
In the market for liquid laundry detergents in the United States, Tide led last year having generated over $1 billion in revenues per information obtained from Statista.