Ecology-minded cleaning products manufacturer Ecover has launched its first major campaign in the UK.
The £1m push also marks the first high-profile work from
independent creative media agency Allmodcomms.
In what is dubbed a business and marketing first, the company is revealing its new laundry formula and challenging its competitors to "steal" it for their own products.
The Belgium-based company will issue the formula virally, in on-pack promotions, and via cross-track underground sites. There will be six- and 48-sheet outdoor activity and guerrilla tactics, including branded washing lines hung across 30 London high streets.
Ecover concept director Peter Malaise said: "If even one of the major brands adopted our formula it would make a huge impact on the environment."
The four-week campaign has been planned by Allmodcomms and will be executed by Exposure with creative produced by Dutch agency SWH.
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