Eco Cleaner
Scope of work
Strategic Pitch & Concept
,
Creative Direction
Industry
FMCG
Challenge
Originally built for the B2B sector, this concentrated cleaning solution replaced seven commercial products with a single sustainable system. Our challenge was to transition the brand into the mainstream B2C market. We developed the new brand positioning, campaign platform, and visual direction to translate industrial efficiency into consumer simplicity and cost-savings.
As the product scaled to everyday shoppers, the strategic hurdle was evolving the sustainability messaging to resonate in a cost-sensitive environment while responding to growing scrutiny around consumer-facing environmental claims.
Solution
The product was repositioned from an eco-led product to a practical system upgrade: one strong, effective cleaner that quietly fixed a broken category.
The strategy shifted the message hierarchy from environmental benefits to everyday value, allowing sustainability to become the outcome of a smarter choice rather than a moral demand.
Reframed the product as a “7-in-1” solution that reduced cost, clutter, and decision fatigue.
Defined three core audience groups based on behaviour, not ideology.
Created a challenger position that questioned the clutter, duplication and excess associated with conventional cleaning categories.
Recommended clearer evidence, accessible product information and independent substantiation where appropriate.
Outlined a clean, confident brand expression that avoided conventional ‘green’ visual clichés, while recommending clearer substantiation of environmental claims.
