James R. Craigie
Management
Chris, our desire would be we'd drive another round of compacting all liquid laundry detergent products out there. Again, that was a huge proven winner 4-plus years ago, drove the category up, and it's a great win. I mean, it's great for the environment, it's great for sustainability, as they call it. So the consumer wins, the environment wins, the retailer wins by saving money on distribution costs and gets better shelf return to get more bottles on the shelves, so we're fewer out of stocks. And in this case though, in this case, something new, as we passed some of the savings on to consumers, we put 20% more loads in the bottle. So consumers, the size getting easier to handle in store and helping the environment, less waste out there, they get 20% more loads. So this does drive the category out there, and consumers do love liquid, it's still 77% of the business, they can adjust how they use liquid, you can't adjust the PODs, you can pre-treat with it, you can -- it only makes sense, consumers have little loads, big loads, heavily soiled, lightly soiled, you can't -- we have the versatility of liquid out there. So we're trying to bring the attention back to the big dog in the category, which is liquid, and do something which we think will be good for, again, the consumer, the retailer and the manufacturers in this category. And we're taking the lead to show everybody and hopefully everybody else will realize this, they should, history proves it, the bleach guys are proving it right now out there, that's been a win-win-win. And so we decided to take the lead even though we're not the big guy in the category.