- Building brand in an own-label dominated market
- Overcoming consumer scepticism
- Achieving significant media exposure year round
E-Cloth is the environmentally friendly chemical-free cleaning solution – a micro-fibre cloth that provides perfect cleaning of dirt, dust and grime with simply just water. However consumer scepticism on its effectiveness was a barrier to its success and a campaign was devised to help break down these negatives and to demonstrate all the areas that E-Cloth could be used around the home and outside.
Hard-working media relations formed the backbone of the campaign, highlighting new products, achieving product reviews to help credibility, and using its eco-credentials as a reason to trial. A key partnership with leading TV ‘cleaning’ personality and media columnist Aggie MacKenzie was also negotiated, providing a trusted source for cleaning tips in the Spring and Autumn using E-Cloth.
