
Imagine working for a dishwasher detergent company. Not very sexy. Tons of goop getting bottled up and sold across North America. That's about it. But, you work in the marketing department. You have an expectation to make this bottled goop sexy. Convince the masses that it's the best damn dish cleaner out there. So, you go to the scientists in the company that developed the formula that make this detergent awesome and collect from them all the convincing, technical specs on the stuff. Put together your information in a way that empowers the consumer, and lets them make a decision based on fact. Wicked facts. About your wicked soap.
No, that's not how it works anymore. Dozens of companies are all making the same shit. It cleans your dishes, period. You don't need good smelling dishes, or softer dishes. Soap, please just cooperate with my machine (finally I have a dishwasher btw) clean the crud off my dishes, and I'll be a happy customer.
So, that takes us to the product review of the day - Finish 3-in-1 Gelpacs.
Question - how many trademarks does a company need in a single advertisement for dishwasher detergent? In the case of my current product, at least 5 - Finish(TM), Gelpacs(TM), Jet-Dry(TM, Powershine(TM) and The Diamond Standard(TM). WTF? I'll get back to this point.
Here's what this product is. Dishwasher detergent. Oh ya, they've decided to package the goop into little single use packs. Like ketchup at a drive-thru. You grab a ball, put it in the dish compartment of the machine as per usual, and voila, that's it. No bottle, no opening lid of bottle, no squirting bottle, no closing lid of bottle, no returning bottle to its home under the sink.

There are 25 little packets in the box we bought. We decided to buy this stuff because we had a coupon. Love a good coupon. It saved us 3 dollars. The retail price was $7.99! That is ridiculously expensive. At $4.99, we were willing to give it a shot. Still pricey, but we'll try it. Maybe it'll fix the crack on my favourite coffee mug..
I just checked out the website for the Finish 3-in-1 Gelpacs up for review. They offer no clear overview of why it is they decided to make individual packets of dishwasher detergent. It's clear, for example, in the case of fast food, that it's really convenient to be able to grab individual packs of ketchup, salt, honey, etc. while you're on the go. So, I guess we're back to that marketing dude who works at the goop factory. He's gotta get the masses to choose his product over the competition. And competition is tough. I mean, that No Name Brand company, whoever they are, wherever they are, are offering vats of their goop for a two spot. How in the name of god can you compete with that? The marketer's goop is no more effective, and his company has way more overhead, what with all the ads and intellectual property that they currently use to market their product.
So, he's stuck in the marketing game, and he's decided to keep digging the hole he started in. There's no choice but to re-package and sell the idea of this product as something new and special. Note, it's the idea of the product. If he can tap into our imaginations with the idea of his product as a special thing, one that makes life more clear, comfortable and correct, then maybe I'll buy his product. Get the lawyers in to have the brand and idea-creating descriptor words trademarked. God forbid a competitor start using "The Diamond Standard" before you get a chance at the idea-generating potential of the world's most coveted mineral.
A little bit on the products performance. I popped a pack in the cleaning vessel, as per the instructions - dry hands and all (yes, you must have dry hands, lest you prematurely begin the packet's dissolution.) I ran the dishwasher. Opened it up the next morning, and there's the undissolved gel packet, just hanging out in the bottom of the machine, havin' a laugh. Wow. Can you even review a product that doesn't even begin performing?..
So, after a couple of attempts with these Gel Pacs I've managed to figure out how to use them. Throw the bastard in the machine willy-nilly and it should be gone when the cycle's complete. Not sure how well it's working with the dishwasher's pre-programmed rinse and wash cycles. I mean, the dishes are clean, but throwing the soap in without using the compartment sort of by-passes the dishwasher's regularly scheduled programming. I can't tell either way. The dishwasher is working. Not sure how much work the soap is doing. Again, as to the packaging, I really don't know what inconvenience or technical limitation the pre-packed design is overcoming. Ok, it is marginally faster to grab a package and toss it in the machine. But, I wasn't complaining before the gel pac came along.

We see fewer and fewer companies that are willing to truly explain their product. You can't find anything other than a ridiculous, cheesy commercial for this product on their website. And they keep coming back to diamonds. It's all just a huge marketing construct to grab a larger segment of the market. People buy into the idea of something really easily. It's something we all see and do. Even if it's just dishwasher detergent. Something about diamonds and convenience really hits home for a lot of people. It's not something you discuss around the dinner table (or write in a blog?...) but it taps a subconscious part of us that is attempting to organize meaning to things. Ironically, it's this type of marketing that carries no meaning at all, other than bottom line sales for Finish brand.
I decided to include a rating of the product's integrity. This rating speaks to all the things I discussed above regarding the notion of selling a product on its merits v. selling the idea of something, whether or not its true. Here's a breakdown of my rating for this product:
Value - 1/5 (with the coupon, 2.5/5)
Performance - 2/5
Integrity - 1/5
Overall Rating - 1.3/5
Check out the tv spot on the right side of their site. Also, note all the trademarked names these guys used for one stupid product.
http://www.finishdishwashing.com/product-all-in-1-finish-gelpacs.phpNext review: A long-term review of the book, Shop Class as Soulcraft, by Matthew Crawford.