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New Ecover campaign sets out to “reclaim rebellious heritage”

Ecover has launched a new positioning to “drive reappraisal of the brand amongst today’s conscious consumers”. The brand says it is aiming to reclaim its “rebellious and pioneering heritage”, through the new communications platform ‘Let’s Live Clean’, which it says will be activated in a “challenger brand way” across different media channels in the UK.

The Malle, Belgium-headquatered green cleaning pioneer was acquired last year by US home cleaning and personal care giant SC Johnson.

The company says its ‘Let’s Live Clean’ Platform “encourages consumers to join Ecover in a movement that isn’t just about cleaning homes, but about cleaning the world”.

Sara Mendez, European marketing director at Ecover, said: “Ecover has an incredibly rich heritage of being both an eco-pioneer and a rebel. Founded 39 years ago, we were among the first to put phosphate-free washing powder on the market which were only banned in Europe in 2013. In 2001 we launched the ‘Steal our Formula’ outdoor campaign encouraging the competition to use our ecological formula. The repositioning taps into that history, reintroducing the brand using bold images and our eco beliefs and behaviours in an engaging tone of voice, making Ecover more relevant and appealing to today’s conscious consumer”.

The new campaign kicked off on 20thApril Earth Day with a bold, disruptive creative designed to drive awareness. It features a crumpled, old water bottle turning into Ecover’s new 100% recycled and recyclable washing up liquid bottle that has just launched in stores.

Now Ecover is launching a Rubbish Café. The two-day pop-up café experience has a twist – visitors can only enter and eat if they ‘pay’ with plastic rubbish. Open to the public from 3rd– 4thMay on 25 Long Acre in London’s Convent Garden, the Café will serve a delicious zero-waste menu from eco-chef Tom Hunt and will be kitted out with a stylish upcycled décor inspired by eco-designer Max McMurdo.

Victoria Hunt-Taylor, UK head of marketing at Ecover: “We have a strong leadership on plastic, a topic that has gained hugely in traction. Our media strategy was all about bringing that position to life in a challenger brand way. That’s why we kicked off the campaign featuring a plastic water bottle with an Ecover label on the front of the Evening Standard. And why we’re launching a ‘Rubbish’ Café, showing the public the incredible value of putting plastics back into the recycling system”.

As part of the brand repositioning, Ecover has relaunched its website –– to reflect brand’s new look and feel with more modern lifestyle imagery and engaging tone of voice.


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About the Author

Jim Manson

Writer & Editor
Jim Manson is editor-in-chief of Diversified Communications UK‘s natural and organic publishing portfolio. He’s written widely on environment and development issues for specialist magazines and national media, including the Financial Times, The Guardian, The Times, and World Bank Urban Age

Articles by Jim Manson

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