Ecover launches £4m brand campaign
Ecover, the eco-friendly cleaning brand, is launching a £4m brand campaign, which includes its first-ever foray into TV advertisinig.
Ecover: 'feel-good cleaning' TV campaign
The 'Feel-Good Cleaning' campaign by Brave aims to communicate the brand's core sustainable credentials while appealing to new customers.
The campaign will highlight the plant and mineral-based ingredients in Ecover products.
The TV ad shows people dancing through their domestic tasks while using the full range of Ecover products, from laundry and household goods to washing up liquid.
The TV ad is accompanied by James Brown's 'I Feel Good'.
It is supported by press, digital, outdoor and social media activity. The campaign drives consumers to a dedicated Facebook page and Ecover’s CRM programme.
The campaign represents a new approach for Ecover, which carries a "three pronged feel good cleaning message", which is embodied in the term "great clean, great green and great feel good".
The brand claims to create gentle but effective products, which are better for the environment and future generations, and that are kinder to the home, family and environment.
Clare Allman, Ecover marketing manager, said: "This campaign marks a real step-change in Ecover’s marketing.
"We are enormously proud of our heritage as the first and genuine ecological cleaning range and needed to convey the ethos of our brand in a powerful way which went beyond the trite 'green' claims that we too often see associated with mainstream cleaning brands."
Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- PR Account Manager fishtank 24k to 33k per year GBP, Surrey
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- Junior Account Manager fishtank 22k to 28k per year GBP, Buckinghamshire
- senior planner > SPORTS BRANDS collectivo Up to £90,000 plus benefits, London
- Head of Media, Marketing & Communications PGA Competitive, Sutton Coldfield, West Midlands
- Graphic/Web Designer fishtank 27k to 35k per year GBP, United Kingdom
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...