Selfridges launches Project Earth
Department store group Selfridges is launching an out-of-home campaign to highlight its new environmental initiative, Project Earth.
Described as a transformational sustainability initiative, Project Earth builds on steps already taken by Selfridges over the last decade and aims to shape how the company does business over the next five years. It will see Selfridges put “sustainability, people and planet” at the heart of its business.
The commitment to sustainability is reflected in the creative and materials used for the campaign, which was developed in-house, and in the retailer’s media buying. Recycled or sustainably-sourced materials have been used to print the ads, and all props will be reused for future projects.
The ads ask a series of questions to reflect the thoughts and concerns of the public during the current pandemic, using bold typography and open language. Bright window displays will use visual merchandising techniques to repeat the message.
“Project Earth has been in the works for more than two years and the original launch date of the campaign passed while we were in lockdown,” says Selfridges director of creative direction, Sarah McCullough.
“In that time, sustainability and the interconnection between people and planet has been propelled to the forefront of public consciousness. As such, we reconsidered the campaign, and wanted to launch Project Earth with a clear message, demonstrating leadership.
“Our campaigns have historically been image heavy, but we felt at this time words would be more powerful. Words and symbols such as rainbows and NHS logos have resonated with us all so it made sense to harness that power with bold typography and our Project Earth logo, which stands out against the iconic Selfridges yellow backdrop.”
Drones delivery trial for Tesco
Tesco is to test drones for the delivery of small items to customers. Drones based at the Tesco store in Oranmore – in County Galway in Ireland – will start deliveries next month, the BBC reports.
The drones, supplied by Manna, can carry up to 4kg of shopping in a cargo cassette which is lowered to customers. They can travel at up to 50mph, and will be used for local deliveries. Items would be delivered within 30 minutes of orders being placed.
Manna is already running a medicine delivery trial in Ireland, though an earlier plan to delivery takeaway food was cancelled during the Covid-19 lockdown.
Extreme staycationing from Jeep
Automotive brand Jeep is flagging the launch of its new plug-in hybrid model by giving potential customers the chance to win a night in what it has claimed is the world’s first urban cliff camping motel.
The Renegade Motel is a tent that has been suspended nearly 250ft above the O2, on London’s Greenwich Peninsula. Adventurous travellers can apply to stay in the tent free of charge, for a ‘money can’t buy’ experience. Winning applicants will drive to the venue in the new Jeep model, before enjoying a night suspended over the O2.
The promotion will be repeated in other urban centres using TentBox products, that will allow winners to sleep on top of a Jeep.
“Jeep has always been known as a brand that enables its drivers to fulfil their outdoor adventures,” says Jeep UK country manager, Damien Dally. “We now have a car that makes urban exploring even more accessible. No Congestion Charge, no ULEZ, just adventure.”
The Renegade Motel experience will include dinner, bed and breakfast, along with a 24 hour concierge and features inspired by the new Jeep model, such as a WiFi hotspot and Amazon Alexa connectivity. There is no mention of toilet facilities.
Libertex strikes sponsorship deal with Tottenham Hotspur
International trading platform Libertex has signed a deal to become the official trading Partner of Premier League football club Tottenham Hotspur.
Founded in 1997 with a ‘Trade for More’ ethos, Libertex has recently invested in new technology to provide better service to investors and traders. According to the company, its outlook chimes with the ‘To Dare Is To Do’ motto of Tottenham Hotspur.
“Libertex could not be happier to partner with a team whose values echo our own so perfectly. Through this multi-year partnership we’re thrilled to join the worlds of football and trading in the form of many exciting benefits for our clients and look forward to cheering on Spurs when they return to the pitch,” says Libertex CMO, Marios Chailis.
Marketing Debuts offers apprenticeships for minority and low social mobility groups
Agencies including Adam&EveDDB are among the companies which have signed up to the Marketing Debuts apprenticeship scheme launched by talent and training provider The Industry Club.
The scheme is targeted at 18-25 year olds within minority and low social mobility groups, and is designed to encourage them to pursue a career in marketing. The first apprenticeships will start from January 2021, run in partnership with government-regulated apprentice provider The Opportunity Group. The Industry Club says it will equip candidates to operate in post-pandemic working conditions.
Two apprenticeships are offered, in Creative Project Management and Social Media and Community Management. Each lasts for 13 months.
“We recognise we have a responsibility to ensure that every gender, age, race, religion and sexual orientation are all given opportunities to work in the creative sector,” says The Industry Club founder Melissa Smith.
“Businesses have radically changed how people work and post-pandemic skills and ways of working will be crucial to building business resilience. We’ve trained thousands of school leavers and this scheme brings together our expertise in recruitment and training bringing underrepresented groups to our industry and into key roles.”
Adam&EveDDB deputy managing director Jemima Monies, adds: “We strongly believe that supporting and developing the next generation of talent, who may have not previously considered advertising as a career or come from traditionally underrepresented backgrounds, is vital to our future success, and we cannot wait to welcome some new faces into the agency soon.”
Thursday, 10 September
L’Oreal introduces plastic recycling scheme in stores
L’Oréal is introducing recycling bins across the UK in an environmental push aimed at increasing recycling of make-up products.
L’Oréal’s Maybelline brand and recycling company TerraCycle will install recycling points in 1,000 branches of Tesco, Sainsbury’s, Boots and Superdrug. Consumers will then be able to drop off empty make-up products, with details of which stores have the bins available online.
L’Oréal will be able to recycle compacts, eyeshadow pallettes, foundation or concealer tubes, lip products, mascara and eyeliner. However, it will not be able to recycle make-up brushes, aerosols and nail polish.
The recycling scheme is being promoted through a new ‘Make-up, not Make Waste’ campaign that aims to get the UK adopting recycling of make-up. It will feature in-store, on digital and with influencers, as well as through geo-targeted outdoor ads close to store locations.
L’Oréal UK and Ireland country managing director Vismay Sharma says: “We know that consumer education and awareness is still low when it comes to recycling beauty products. With the power of our brands and our reach as one of the largest beauty advertisers in the country, we want to educate and inspire consumers to make changes to their habits while we ourselves make changes to our products.
“We are making a significant investment through these new high-profile campaigns to try to effect long term sustainable behaviour change.”
L’Oréal Paris Elvive is also launching a campaign to raise awareness that its bottles are recyclable and made from recycled plastic. The campaign, its biggest in the UK ever in terms of spend, will span TV, outdoor, social, digital and influencer, reminding people to recycle.
Morrisons looks to build on ‘broader, stronger’ business post-Covid
Morrisons is hoping to build on its momentum during coronavirus, when like-for-like sales increased 8.7% year on year.
The supermarket experienced a slight decline in total sales, down by 1.1% to £8.73bn as low demand for fuel hit revenues. Excluding fuel, total sales were up 8.8%.
Morrisons incurred costs of around £155m in the first half of the year due to Covid-19, although this was part mitigated by business rates relief of £93m. It estimates that costs will be broadly offset by rates relief for the full year.
The supermarket has also seen much of its growth come from online channels and lower margin categories. Fuel sales declined, while cafes were closed and it offered extra discounts to colleagues, NHS workers and farmers.
Morrisons is also planning to invest in price cuts and productivity initiatives in the second half, which will add to costs.
Morrisons CEO David Potts says: “From the start of the pandemic we stepped up and put the company’s assets at the disposal of the country to help feed the nation. Morrisons is at the heart of local communities and responded quickly when it mattered most, and we are very grateful for the British public’s appreciation of all the vital work our colleagues are doing. I believe we are seeing the renaissance of British supermarkets.
“We are now looking forward to holding on to what we created in the first half, building on our colleagues’ inspiration and innovation, and sustaining the momentum of a broader, stronger Morrisons. I’d like to again thank every Morrisons colleague for their incredible efforts: you’ve earned your key worker status several times over.”
B&Q launches new brand platform ‘Build a Life’
B&Q is overhauling its brand positioning with a new platform, ‘Build a Life’, that aims to show how people can change their home to make life better.
The new positioning, created by Uncommon, aims to drive a more emotional connection with the B&Q brand. It comes as a survey by the retailer finds that 57% now agree homes are more significant in improving lives than before coronavirus.
B&Q marketing director Chris Graham says: “At B&Q we’ve been making, growing and selling the tools, materials and know-how to improve homes for over 50 years. To us, these things are more than bricks and mortar.”
“We believe that anyone can improve their home to make life better. It’s precisely this insight that makes us so proud and privileged to be a business where we can help people shape the homes that mean so much to them. Our 27,000 colleagues, myself included, love hearing about the projects our customers take on – it’s what inspires and motivates us.”
A TV ad, which will air from today, features real home videos from 69 families across the 69 cities in the UK. It shows moments such as birthday parties, redecorating bedrooms and family rows to highlight how important a home is.
This will be supported with activity that shows B&Q products alongside statements inspired by life at home and home improvement.
LVMH calls off Tiffany acquisition
LVMH has called off its acquisition of luxury jeweller Tiffany, a move that has prompted Tiffany to sue the French company.
LVMH claims it has been requested by the French government to delay the takeover due to tariff threats from the US. It was already reconsidering the $16.2bn (£12.5bn) deal due to the pandemic, which has hit the luxury sector hard and led to a 36% fall in Tiffany revenues.
However, Tiffany is now filing a lawsuit to force the deal through. The company accuses LVMH of deliberately stalling and claims its decision to point to the tariff dispute shows it has “unclean hands”.
“We believe that LVMH will seek to use any available means in an attempt to avoid closing the transaction on the agreed terms,” says Tiffany chairman Roger Farah.
Ad regulator considers ban on advertising cosmetic surgery
The Committees of Advertising Practice (CAP) – the body responsible for writing the UK Advertising Codes – is launching a public consultation to consider whether to introduce rules banning advertising for cosmetic interventions to people aged under 18
The move is in response to ongoing public health and political concerns about the potential harm this can cause children and young people. Currently there are no legal restrictions on advertising cosmetic interventions to people aged under 18.
CAP is proposing rules that would apply across all media, including online, and limit targeting, scheduling and placement of ads based on age. Ads subject to the rules would includes those for breast augmentation, rhinoplasty and dermal fillers. It would not include cosmetic products such as creams or makeup.
The consultation is part of a wider set of measures CAP is considering around potential harm related to body image from advertising and the impact on mental health. It will likely also look at weight control and dieting products, weight-reduction plans, among others.
CAP director Shahriar Coupal says: “This is an important consultation which seeks views on a proposal to introduce tighter restrictions around the advertising of cosmetic interventions, strengthening protections for young people and better protecting them from potential harm.”
Wednesday, 9 September
Morrisons and Iceland to hire thousands
Supermarkets Morrisons and Iceland are poised to hire thousands of permanent staff to cope with the surge in demand across the grocery sector caused by the coronavirus pandemic.
Morrisons is expected to announce plans to make thousands more temporary positions permanent after what is described as the “largest recruitment drive” the company has ever seen.
At the onset of the crisis, when stockpiling was at its fiercest, Morrisons took on an extra 45,000 temporary staff, 25,000 of whom are still working for the supermarket. Of that number, 6,000 have already been given permanent jobs and 9,000 are picking and packing to cater for the increase in online delivery.
Elsewhere, Iceland says it will have created 3,000 jobs between March and Christmas, specifically to cope with demand for home deliveries. As online orders have surged by more than 300%, Iceland is creating new roles for delivery drivers, as well as in-store staff to pick the products to serve the digital sales.
The supermarket chain, which currently has the capacity to manage 750,000 online orders a week, is trialling a food delivery partnership with Uber Eats in east London, which enables customers to receive their orders within 20 minutes. If successful, the trial will be rolled out wider.
“We’ve been blown away by the demand for deliveries over the past six months with a four-fold increase in online orders since the beginning of lockdown,” says chief customer and digital officer, David Devany. “We see no sign of a slowdown in the demand for deliveries in the run up to Christmas, so a recruitment drive for more permanent staff was essential.”
Under Armour to cut 600 jobs amid direct-to-consumer push
Under Armour is to cut 600 jobs across its global workforce due to the “unprecedented” impact of Covid-19, amid a wider push to become a “direct-to-consumer first” business.
The US sportswear brand, which suffered a 41% decline in revenue during the second quarter, is thought to be cutting executive roles up to vice president level, Business Insider reports. The company had already furloughed 6,600 retail and distribution staff in April.
In a memo, CEO Patrik Frisk said that in addition to the “challenges” Under Armour was already facing, Covid-19 has had an “unprecedented impact” on the business and put pressure on the brand to be “more agile, leaner, tighter, and focus on working smarter”. Frisk also admitted that Under Armour’s restructuring plan had taken longer than expected.
“We must rebuild our brand with our target consumer, the ‘Focused Performer’, at the centre of everything we do, evolve our operating model to simplify the way we work and collaborate, and shift to a DTC-first business,” he added.
“It is also important to remember that our brand remains strong and exciting. We are still the leader in delivering solutions for focused performers and the best at introducing new and innovative products that truly deliver better performance from athletes.”
Gap promotes voter registration in first campaign from new CMO
Gap has launched a new campaign designed to promote voter registration ahead of the forthcoming US presidential election in November.
The ‘Stand United’ creative is described as an expression of Gap’s brand platform of “modern American optimism” and is intended to create a sense of togetherness after the Covid-19 pandemic has forced communities to separate.
This is the first campaign from Mary Alderete, who took over as Gap CMO in February after the departure of Alegra O’Hare, who left the company after less than a year in the job. At the time of O’Hare’s exit the brand said it wanted to “redefine” the CMO role.
“Gap was founded during a formative time in our country’s fight for equality with a mission to do more than sell clothes,” says Alderete. “Over 50 years later, Gap is still amplifying voices to bridge the gap between generations and cultures. We stand united for freedom, dignity and equality, by advocating for our collective ability to create a better future together.”
To support the campaign, the brand is releasing a limited edition collection of ‘Stand United’ and ‘Vote’ T-shirts designed by artist Stephennie Factor, who is a member of Gap’s African American Networking Group.
The company is also donating $25,000 to two US organisations – When We All Vote and Rock the Vote – set up to close the age and race gaps seen as creating voter inequality. Then on US National Voter Registration Day (22 September) Gap plans to host a series of events and live talks discussing why voting matters.
The new campaign comes as Gap is fighting to arrest declines across the business following a 43% fall in sales during the first quarter of 2020, caused by Covid-19 related store closures. The company is hopeful it can grow its online presence, given digital sales increased by 13% during the same period.
PHE launches first mental health campaign targeted at children
Public Health England has launched its first mental health campaign targeted at children, young people and their families.
The ‘Better Health – Every Mind Matters’ campaign comes as research from children’s charity Barnardo’s reveals 41% of children and young people say they are more lonely than before lockdown, and more than a third say they feel more worried (38%), sad (37%) and stressed (34%).
The multi-media campaign, spanning PR, social, radio and press activity, includes the release of a short film featuring a host of celebrity parents including Davina McCall, Marvin Humes and Katie Piper.
The creative will run until 18 October, with activity targeting parents and carers of children aged 5-13 and young people aged 13-18. Teen-targeted activity includes influencer-led social media and partnerships with 4Studios and Snapchat, offering tips and tools for looking after their mental wellbeing.
A cross-agency collaboration between Freuds, M&C Saatchi, Wavemaker and Manning Gottlieb OMD, the campaign has been developed in partnership with a coalition of leading charities including Young Minds, Barnardo’s and Heads Together.
It is hoped the NHS-endorsed advice, available via the Every Mind Matters website, will help parents and carers spot the signs that children may be struggling with their mental health. The site also provides tools to help young people build resilience and improve their mental wellbeing.
“I’m proud that PHE has used our marketing expertise and convening power to tackle this pressing issue,” says deputy marketing director, Alexia Clifford. “It’s great to have the support of so many of the country’s leading children’s mental health charities lending their weight to our campaign to help children, young people and their parents at such a challenging time.”
Brand reputation emerges as key priority for marketers in coping with Covid-19
Brand reputation is the number one priority for six in 10 marketers when it comes to coping with Covid-19, according to new Chartered Institute of Marketing research.
This was followed by the communication of employee and public safety messages in second, while discounts and promotions came bottom of the priority list.
However, of these promotional strategies online sales ranked as the top priority for 15% of marketers. Offering discounts and promotions to increase product sales and footfall was a very low priority for 73% of marketers. In fact, only 2% said this was their top priority. Similarly, generating in-store footfall was a top priority for just 3% of marketers.
CIM chief executive, Chris Daly, believes the research shows that despite the commercial challenges the UK marketing community is not prepared to sacrifice “short-term gain for long-term pain”.
“However, with the lockdown loosening at the start of July, it is a concern not to see more confidence in promotional activity,” he adds. “Marketers have worked hard to maintain customer engagement during lockdown, as restrictions now ease it is key they make the most of this opportunity to help drive the recovery we are all hoping for.”
The research, compiled in August, also found 9% of respondents had been made redundant, one in five (20%) reported they had taken a pay cut and 17.5% said they had taken enforced holiday. Some 17% of marketers responding to the survey also reported being placed on furlough during the pandemic.
Despite the uncertainty over the commercial environment and job prospects, CIM finds 87% of marketers feel ‘confident’ or ‘very confident’ that the marketing sector will bounce back after Covid-19.
Tuesday, 8 September
Sainsbury’s launches personalised Nectar targets for fruit and vegetables
Sainsbury’s is encouraging customers to stock up on fruit and vegetables by launching personalised Nectar points.
The tracker sets personalised targets based on users’ typical shopping habits, rewarding customers who increase their intake of fruit and vegetables in store and online, with three levels to complete.
Once the target is hit, they will earn points and move up to the next level, with hundreds of points up for grabs. For example, a customer could earn 100 points when they buy 50 portions, 200 when they buy 75 portions and 300 points when they buy 100 portions.
There will also be six product badges, where customers can track the number of portions they buy of a certain product to earn a personalised points reward.
Sainsbury’s head of marketing, Jack Wallace, says: “At Sainsbury’s, we’re all about helping make life a little easier and that includes helping our customers get more from their day-to-day purchases. ‘The Great Big Fruit and Veg Challenge’ is personalised to each Nectar customer and rewards them for increasing the portions of fruit and veg they buy. We hope our customers enjoy taking part, while getting more out of their points balance.”
Thomas Cook owner eyes online relaunch
Thomas Cook could make a comeback as an online travel agent before the end of the year under plans drawn up by its owner.
Chinese company Fosun bought the brand after the company’s collapse, and is now discussing relaunching the business as an online brand. It is trying to secure approval from the UK’s Civil Aviation Authority but is reluctant to finalise its plans in case the UK government introduces further travel quarantines.
By acquiring the 179-year-old Thomas Cook brand in an £11m deal last November, Fosun gained access to its trademarks, websites, social media accounts and software across most of the world. Thomas Cook’s closure was caused by a huge mountain of debt, run up as it expanded through takeovers amid fierce competition from online rivals.
High street to faces more closures as consumers fail to return
Consumers working and shopping from home helped retail sales to their best growth since the start of the pandemic last month but the high street is still suffering, according to new figures.
Total sales rose by 3.9% in August compared to the same period last year, according to the British Retail Consortium (BRC).
It was the third month of growth in a year following the reopening of stores in June. However, the sector is yet to make up for trade lost during lockdown and it is online rather than bricks-and-mortar shops that have led the way.
BRC chief executive Helen Dickinson says: “Despite another month of growth in August, retail sales remain down overall since the start of the pandemic.
Remote working has continued to buoy demand for food, computing, furniture and TVs.
“Lockdown also appears to have permanently changed some consumers’ shopping habits, with online sales continuing to boom despite shops reopening in June.”
In-store sales of non-food items were almost 18% lower in the three months to August than in the same period of 2019, while online non-food sales were 42.4% higher last month than a year ago.
Dickinson explains: “With rents accumulating and the September quarter payment date fast approaching, many retailers are hanging on by a thread. Unless businesses and government can successfully persuade office workers back into city and town centres, some high street retailers will be unable to afford their fixed costs. Government will need to act fast or September will see more shops close and more job losses realised.”
O2 launches brand mascot to ’embody core values’
O2 is introducing a new mascot and brand platform as it looks to showcase the importance of customer loyalty.
O2 hopes the new positioning will showcase a return to O2’s roots – a brand and business that’s obsessed with putting customers’ first. It sees the introduction of Bubl, a loyal and reliable blue robot who helps to ensure customers have the best possible service, experiences and interactions with O2.
The new brand platform launches with a multimillion pound, fully-integrated advertising campaign centred on a network story, shining a light on the fact that being connected to each other and the things we love has never been more essential in people’s lives.
The TV ad tells the stories of people who rely on the network in big and small ways. It begins with a scene in a park showing two young adults trying to meet for the first time. The film follows the story of other protagonists and their need for connectivity – from needing directions when they’re lost, to calling a cab when they missed the last train.
Throughout the stories, Bubl actively helps get people back on their way and demonstrates the value and benefits of mobile connectivity.
It ends with the strapline: “We’re here for you, whenever you need us.”
O2’s CMO, Nina Bibby, says: “As the UK’s number one network, we’re committed to putting customers first. So we wanted to bring this to life and showcase what makes O2 so special.
“Bubl forms the perfect embodiment of our core values, showcasing just how much we are there for our customers – from our network to our customer support – and we hope this resonates strongly to help others understand all the benefits of being on O2.”
Amazon experiments with self-driving delivery in the UK
Amazon is accelerating plans for self-driving delivery in the UK.
Britons could soon see their Amazon parcels delivered by a small self-driven vehicle as the online retailer looks to capitalise on the growth in online shopping.
Amazon is hiring a team of engineers to develop its Amazon Scout, the small car rolls along the pavement at walking pace before delivering to a customer’s door.
It has been developed with a camera and sensor to help it navigate around pedestrians, pets and obstacles such as bins and sign posts.
The technology is already being tested in small areas in the US, with engineers in the UK working with the Amazon Scout research lab in Seattle to develop the software. Testing will be carried out in Cambridge.
A spokesperson for the company says: “Our investment in this new Amazon Scout team in the UK, which will consist of dozens of engineers, is driven by our partnership with the Cambridge community and made possible by the talented people who live here.”
Monday 7 September
EE launches Full Works Plan for iPhone
Mobile network provider EE has introduced its Full Works Plan for iPhones with a Saatchi & Saatchi campaign featuring actor Kevin Bacon.
The 40-second television ad starts with Bacon sitting outside a cafe, announcing: “It’s here, the Full Works Plan for your iPhone, and it’s only on EE, so get ready for it.”
The spot is being combined with a nationwide outdoor campaign and targeted digital, with a focus on social across Twitter, Facebook, Instagram and Snapchat, as well as other video display partners.
The Full Works Plan offers users a range of music, TV, film and gaming entertainment and content.
“With the latest plan, our customers will have inclusive access to Apple Music, Apple TV+ and Apple Arcade, creating an enviable entertainment experience,” says marketing communications director at BT and EE Pete Jeavons.
Co-op steps up its Parkrun partnership
Retailer Co-op has renewed its commitment to Parkrun, the UK’s largest community physical activity movement.
With shared values and a commitment to supporting communities, the partnership is seen as a natural fit, one that will help create healthier and happier communities through exercise, food and lifestyle.
As part of the partnership, Co-op is offering exclusive discounts and promotions, as well as recipe advice and food inspiration to participants and volunteers, pushing the ethical sourcing credentials of its own brand products, such as Fairtrade and 100% British.
“We know that now more than ever those around us need help and support to get them through this pandemic and that’s why we are delighted to be able to not only continue, but increase our commitment with Parkrun,” says Co-op customer director Ali Jones.
“As a retailer we are focused on improving the health and mental wellbeing of the community and by renewing our partnership we have been able to provide much-needed funding to enable Parkrun to continue running whilst bringing together two powerful brands working alongside the other partners and supporters as a powerful force for good.”
BT campaign aims to challenge broadband status quo
A BT campaign is challenging people to question why they are prepared to accept substandard broadband.
Two television spots ask consumers why they’re willing to buy the best smart devices, tech and streaming services if their broadband provider continues to let them down, depicting the trials of working from home such as poor signal causing feedback and pixilation when on video calls.
The ads will be supported across radio, outdoor, print, social and digital media. BT director of marketing communications Pete Jeavons says that decent broadband is now more vital than ever: “It became absolutely critical – for work, education, connecting with family and friends, even shopping for groceries. When it doesn’t work properly, it constricts our world and we really feel it.
“This campaign is designed to bring that to life through universal concerns such as strength of connection, online safety and tech support.
“We’re sure this will resonate with people up and down the UK and instil in them that they shouldn’t be settling for substandard connections.”
Vodafone launches ‘Be Endless’ campaign
Telecomms brand Vodafone’s VOXI, the mobile network aimed at young people, is at the centre of a campaign celebrating the diversity of Gen Z.
‘Be Endless’ will show how unlimited access to social media on VOXI gives young users the freedom to connect, communicate and express themselves.
The launch features a television ad from director Jocelyn Antequil that follows a young woman as she travels through her world of influencers, memes, liked posts and social sharing. The spot concludes with the woman’s own expression of what endlessness means.
Persil highlights its sustainability credentials
Having announced that its bottles are now 100% recyclable and made with 50% recycled plastic, Persil is now aiming to source all of the carbon used in its cleaning and laundry product formulations from renewable or recycled sources by 2030.
The aim is a core part of Unilever’s ‘Clean Future’, a programme looking to change the way that some of the world’s best-known cleaning and laundry products are created, manufactured and packaged.
An accompanying campaign is targeting younger people and children, all of whom have a stake in creating change, centred around a number of environmentally-minded community activities.
“We are very pleased to be working with MullenLowe on the new chapter of Dirt Is Good – showing how ‘freedom to experience and act’ benefits children’s development and positively impact our society and planet,” says vice-president of marketing, Dirt Is Good, Persil OMO, Tati Lindenberg.
“The new positioning reflects the actions we are taking on the environment – from doubling the amount of effective plant-based stain removers to significantly reducing the amount of virgin plastic used in our products.”