Green laundry brand seeks eco-friendly ad agency

Eco-friendly Swedish laundry brand Footprint is seeking a “green” advertising agency for its UK launch.

Footprint, which claims to be Sweden’s leading laundry brand, is set to introduce a range of washing powders and fabric conditioners to the UK later this year. The company plans an advertising push for early 2008 but insists that any agency it works with must be “carbon neutral” and share its ethical philosophy.

Footprint founder Gemma Clarke says: “We are researching agencies for their ethical and environmental positioning.”

Clarke believes it is crucial for Footprint to assess agencies on this basis. She says: “It is critical to convey the right message. ‘Green’ consumers are among the most informed and sceptical, they will soon cry ‘greenwash’ if they doubt integrity.”

Clarke says the initial six-figure advertising budget will rise incrementally as further products are introduced to the UK range later in 2008.

The Footprint range was created by Swedish environmental technologists and has been on sale, under the brand name Rent, in Scandinavia for eight years.

Preston-based Clarke, who travelled widely as an environmental consultant, discovered the range there and has obtained global licensing for the products. She believes that the UK market for eco-friendly products will in-crease over the next few years as consumers place greater priority on the green credentials of products they use.

The eco-friendly household products category, in particular, is set to expand in 2008. Procter & Gamble is thought to be working on a range of “green” products and Reckitt Benckiser is believed to be close to launching an eco-friendly laundry detergent (MW August 9).

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