Challenger laundry brands ready growth plans

Method, the ecological laundry and home care brand, is preparing to relaunch in 2012 as part of an “aggressive” growth plan.

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It will introduce new packaging that better communicates what the products do and is planning to partner with a number of “grass roots” organisations that share its values.

The eco-friendly brand – which does not market on the basis of its green credentials, instead positioning itself as a premium, design led brand – hopes to grow by 30% each year for the next three to five years.

Louise Roper, European marketing director of Method, says: “To be the best, you have to be green, so it’s not part of our messaging. We want to convert people to green that aren’t already attuned to green thinking. We want to make a difference and we can’t do that if we’re too small.”

It recently launched the first laundry detergent refill available in supermarkets, and is preparing to launch a PR stunt involving a couture designer – who has been tasked with designing a ball gown made entirely out of the recycled, recyclable and reusable pouches – in a bid to raise awareness.

Roper adds: “The market is dominated by Unilever and P&G, we’re small but retailers are really getting behind us and allocating us space. One thing is gaining market share, the other thing is driving change in the market – changing habits is good. They [Unilever and P&G] have the firepower to expand the market and educate people, so we have to think differently with less budget.”

Separately, another challenger laundry brand Surcare, is planning to relaunch next year to refocus on its core sensitive skin market after repositioning itself into the non-bio laundry market a number of years ago. It has appointed agency WaggleDance to handle advertising, packaging, social media and direct mail activity.

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