P&G's Tide and its Dubai agency, Leo Burnett, created a reusable shopping bag that doubles as a grocery list in answer to the United Arab Emirates' shockingly high plastic bag wastage. The UAE consumes over 20 biliion plastic bags annually, and its Minister for Environment has ordered that it become plastic-bag free by 2013.

Tide's Smart Bag resembles a notepad, on which you write your list, then wash it off again. It was distributed, alongside a marker and a box of Tide, to customers from Tide's database, fashion editors and influential bloggers, as well as environmental organization leaders. After a positive response, Tide is now planning on making the bags available on a regional scale.