'The Best Packaging Is No Packaging:' Dr. Bronner's New Carton Has 82% Less Plastic

The brand is using a larger-than-ever digital ad budget to break through the noise

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This month, after a comprehensive review of the alternatives to its current post-consumer-recycled (PCR) plastic bottle, Dr. Bronner’s launched a new paper-based carton package. Marketed as a refill for the 32-ounce liquid soap bottle that shoppers are likely most familiar with, the new package contains 82% less plastic. But while the carton is using less plastic, it’s harder to recycle—and likely headed to landfill.

In addition to the mystical ramblings that enrobe each of the brand’s offerings, Dr.



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