is this dishwasher soap?

I witnessed a pretty funny event this weekend, while at the grocery store. A guy with a box of Cascade in his hand, asking another shopper if "this was dishwasher detergent." First I laughed outloud and thought "what a dumbass," until he showed the package. There's nothing on it that says it's dishwasher detergent.

Lots of mom's don't shop on Mother's Day, and this guy was clearly lost. The package design didn't do it's job in this particular occasion.

How well known does a brand need to be, before the identification can be removed from the package design? Or: how buried/insulated do you have to be in your office/work to not be capable of identifying dishwasher soap?

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