Ecover takes to TV for first time

Ecover, the ecological laundry detergent brand is launching its first TV advertising campaign as part of a £4m push to take on bigger rivals such as Ariel and Persil.

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The ecological cleaning brand will use the strapline “Feel Good Cleaning” to target a broader market but remain relevant to its core sustainability credentials. It hopes to grow from around 2% market share to between 3% and 5% in the next four years.

Ecover marketing manager Clare Allman says the brand hopes its “three-pronged” approach to communicate that its products give a “great clean, a great green and a great feel good” is a “step change” for the brands marketing and hopes to appeal to consumers whatever their reason for choosing Ecover.

Previously the brand has focused more on it sustainability credentials and Allman admits it may have been “too old fashioned or complicated” about its message.
She adds that the brand wanted to go “beyond the trite green claims” often associated with mainstream cleaning brands.

The 30-second ad features the James Brown track “I Feel Good” and directs consumers to Ecover’s Facebook page and online lifestyle magazine The Splash.

It will air every week during ITV’s Dancing on Ice and the brand is running a competition to win tickets to the final.

The TV ad will be supported by outdoor, print and digital activity as well as social media and in-store promotions.

The campaign was created by Brave.

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