Detergent giants hunt ad agency for ‘green’ drive

Detergents trade body UK Cleaning Products Industry (UKCPI) is seeking a creative agency to handle an industry-wide multimillion pound campaign to inform consumers about the environmental commitment of its members.

The campaign, planned for early summer, will be funded by UKCPI’s members, which include Unilever, Procter & Gamble (P&G) and own-brand manufacturer McBrides.

The decision to appoint an ad agency follows the detergent industry’s plans to reduce levels of sodium sulphate, a benign chemical used as a “filler” to bulk up dry washing powder packs (MW November 29, 2001). As a result, the reformulated detergent packs will be available in smaller sizes.

The campaign will explain why the washing detergent packs have got smaller, as well as emphasising that the reduction in packaging will benefit the environment.

Unilever is expected to lead the way in reducing sodium sulphate content in Persil. The smaller packs of Persil will be on the shelves in April.

UKCPI director general Andrew Williams says: “It [the incentive] is part of the industry’s commitment to the environment. In the past five years, the UKCPI has been voluntarily working to further reduce the environmental load of laundry detergents. This is a positive step forward and has been achieved by the co-operation and partnership of the detergent industry.”

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