New Zealand natural cleaning range Living Green has launched a new brand campaign via BC&F Dentsu, which positions itself as 'the home cleaning range that kids would choose, if kids could choose'.
Over the past few years, the cleaning category has exploded with products claiming to be natural and eco-friendly. Dig just a little under the surface of some of these products, and you'll see that a lot of their claims are untrue. In a category rife with confusion, Living Green has launched a range of natural home cleaning products with a mission to clean up the category.
Says Grant Leach, CEO, Living Green Group: "Living Green has attained arguably the hardest independent certification to obtain for natural products, called the US Natural Products Association certification. Living Green is the only NZ range to achieve this."
While the category has focused on environmental cues to position their brands as natural, Living Green has taken a unique and distinctive route to get the point across that their products are safe.
Says Leach: "The category is under increasing competition so BC&F Dentsu had to develop a campaign that would cut through and clearly communicate our message of being NZ's most natural home cleaning range."
Says Ryan Jordan, planning director, BC&F Dentsu: "When we researched into why people choose natural cleaning products, we found that people don't necessarily dig too deep into what makes a brand more natural than another. The biggest thing they care about is safety. We wanted to demonstrate in a distinctive way that Living Greens products weren't only the most natural, but also the safest to use."
The campaign looks through the eyes of a kiwi kid who has foresight and an intellect beyond his years and we learn what brand he would choose if he had the choice.
Every day parents make choices on behalf of their children. From the name they give them and the clothes they dress them in, to cleaners they clean their home with. And if children had a choice, well it's obvious they'd choose the cleaners that are safest for them.
This idea is about highlighting how kids don't have a choice in much that goes on, but if they did they'd choose New Zealand's Most Natural Cleaners. Living Green.view more - Creative
Advertiser: Living Green
Director: Paolo Rotondo
Production Company: Flying Fish
Account Director: Amanda Tonkin
Associate Creative Director: Rob Longuet-Higgins
Copywriter: Jesse Stevens
Creative Agency: BC&F Dentsu
Executive Creative Director: Paul Catmur
General Manager: Luke Farmer
Producer: Samantha Attenborough, Phil Newman
Genres: Comedy, People
Categories: Home, Cleaning Productslbbonline.com, Tue, 27 Nov 2018 11:18:28 GMT