Giving Ecover a fresh airing France

Laundry brand Ecover and its planet-friendly products have been tackling the cleaning category’s dirtiest problems since the 70s. Across Europe it’s become the go-to choice for people who prefer their laundry cleaner and greener. One notable exception? France.

So when one of the country’s biggest supermarkets came knocking, it was Ecover’s chance to break out of niche organic stores and into the mainstream. But to nail the pitch, they’d need to show the retail giant what to expect from an in-store campaign. This called for a suite of brand lines bringing Ecover’s pro-planet message and rebellious personality to life in French.

And that’s exactly what we delivered. Campaign lines awash (ahem) with Ecover’s ethos: copy with a conscience. All of it built around French cultural references like song lyrics and famous sayings. The result? A relevant, rallying cry to French consumers: the green revolution is happening; be a part of it.

Need to land your personality abroad? We’re here to help.

This case study is about: branding, copywriting, personality, tone of voice