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.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here