Ecover hires Interbrand to help boost sales

Green household products brand Ecover has hired branding agency Interbrand to help it boost global sales.

The agency says it has been appointed to work on a “large scale initiative” to boost sales across a “broad and dynamic range of categories and geographies.”

The Interbrand hiring follows the brand’s appointment of its first international sales and marketing director, Rudy De Vis, last October to head marketing operations in the UK, Belgium, France, Germany, Switzerland and the US.

The eco-friendly brand’s increasing market share has sparked copy-cat “green” launches from FMCG giants such as Unilever, which owns Persil, and Proctor and Gamble, which owns Ariel, together with supermarket own-brand ranges such as Tesco’s “Naturally..” line.

A recent Mintel survey of the sector showed the brand appears to be maintaining but not growing market share in the downturn.

Clare Allman, UK Marketing Manager, says, “We felt that the Interbrand team brought fresh thinking to the challenges that Ecover are currently facing. We feel that they will be great partners in helping us to continue optimising our brand to attain future growth.”

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