Nearly one year after the Tide Pod Challenge began making headlines, Proctor & Gamble has announced a new design for the Tide liquid detergent container that is drawing ire on social media. The package features a plastic bag inside a cardboard box, which is equipped with a nozzle, not unlike the ones used for boxed wine.
Tide revealed the new packaging design on Friday, according to a report by the Daily Mail. While the container is said to be lighter, easier to ship, and more environmentally-friendly than its plastic counterpart, many Twitter users were quick to point out its resemblance to boxed wine.
One user referred to the new Tide design as “the forbidden box wine.”
Ryan Broderick, the deputy global news director at Buzzfeed, wrote: “I’ve never wanted to do anything as much as I want to f***ing chug detergent out of this Franzia box.”
While Tide’s goals of creating a product that is kinder to the environment as well as more cost-effective are admirable, social media users largely believe that the new design looks too drinkable.
Near the end of 2017, the Tide Pod Challenge, which involved biting into the laundry detergent capsules, began making the rounds of YouTube, predominately with teen participants.
The alarming rate at which the videos appeared lead US officials, poison control centers, and many safety organizations to issue warnings about the dangers of consuming the detergent, as it can be deadly.
YouTube also began removing the Tide Pod Challenge videos since they promoted “dangerous activities.”
Tide Pods contain hydrogen peroxide and ethanol, both of which are incredibly toxic and can lead to severe vomiting and diarrhea if ingested.
Tide attempted to perform damage control after the challenge went viral, including releasing a video featuring Rob Gronkowski where he discouraged people from eating the pods.
What should Tide PODs be used for? DOING LAUNDRY. Nothing else.
— Tide (@tide) January 12, 2018
However, many social media users today seem to wonder if Proctor & Gamble actually learned anything from the experience.