The New York Times is running a great article titled Solution, or Mess? A Milk Jug for a Green Earth (thanks to Sarah Kampman for posting it to the IxDA list). In the piece, Stephanie Rosenbloom covers a major shift in the packaging of new milk jugs recently introduced to the shelves of Walmart and Sam’s Club.
Image taken from The New York Times Article
There are a couple of very interesting aspects to the story. The first is the customer response to the new design (some love it, many hate it, most seem to be unsure) and the change required in their usage (some “feel like novices at the simple task of pouring a glass of milk”). The second is the benefits delivered by the new design: increased shipping and storage efficiency, reduced cost for the manufacturer and the customer and significantly reduced environmental impact.
It is very hard to introduce changes to an existing product or service, all the more so when it is as entrenched in day-to-day life as the common milk jug. I’m really curious to see how the new packaging is received over the next year or so and how it will be tweaked to meet customer needs.
On a side note, does anyone else think the word ‘milk’ sounds weird? Say it a few times: milk milk milk. Weird.