Our regular consumers’ objective, when it comes to cleaning, is to remove stains, odors and germs. And most of them think that green products do none of those. “It’s like cleaning with water” is a phrase you hear repeatedly on consumer interviews. Nevertheless, they know that buying green products is probably the right thing to do, and they feel a little guilty about not doing it. But effectiveness is, at the end, more important. The objective was to remind consumers that Green Works can provide the clean they want and still help them do the right thing.

We placed circular stickers sized to fit the glass doors of various washing machines in different laundromats around the city. This execution allowed for the consumer to connect with the brand in an environment where the product is used.

We displayed the campaign in places where consumers would be able to not only connect with the message, but also put it into effect. We displayed the campaign in various laundromats as well as local newspapers.