Sustainable cleaning brand Ecover has hired Uncommon Creative Studio as its lead creative agency to help re-establish its challenger brand status.
Ecover has a rich heritage of being both an eco-pioneer and a rebel. Founded 40 years ago, Ecover was among the first to put phosphate-free washing powder on the market and has now grown to be one of the largest producers of ecological cleaning products in Europe.
The challenge for Ecover now is to drive reappraisal of the brand, making it more relevant and appealing to today’s conscious consumers. Increasing in numbers, they are the consumers who want to make a positive impact, to feel part of a movement that makes a difference and consciously buy into brands that stand for more.
Last year Ecover launched its new communications platform, ‘Let’s Live Clean’, encouraging conscious consumers to join Ecover in a movement that isn’t just about cleaning homes, but about cleaning the world.
The brief for Uncommon is to bring Let’s Live Clean to life using creative that cuts through to drive fame, impact and excitement, supporting Ecover’s position not just as a category leader but as a thought leader.
Sara Mendez, European marketing director at Ecover, says: “We’re thrilled to be working with Uncommon as our lead creative agency. We have been pioneering for change for the past 40 years and with that comes a year of rebellion – we believe Uncommon are the best partners to showcase that message with impact and real meaning. ”
Lucy Jameson, co-founder at Uncommon, adds: “Ecover have been playing in the space of ‘green science’ – a territory which most brands are only just catching up to now. They’re not jumping on the green bandwagon, they’re driving it. We can’t wait to share what we’ve been working on with Ecover. They’re truly a brand whose resilient energy, values and mission to save the planet mirror ours too.”
Uncommon won the account without a pitch and will develop work across Europe. Ecover also work with Red for PR, Media Bounty for Social and Good Stuff for media buy.
The first campaign created by Uncommon will be for Ecover’s fragrance free Zero range launching at the end of April 2019, with more work to come throughout the year.