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Transcript

Earth Choice Laundry Liquid

Earth Choice Laundry Liquid

- Comes in a 1L bottle,

- Provides great results at a small price,

- Contains no harmful chemicals,

- The formula is biodegrable

Key Supporters

Television Ad.

- Those who are conscious of the environment and price,

- Those susceptible to allergic reactions.

Market for Laundry Liquid

- To gain a competitive advantage, the brand needs to accentuate effectiveness, environmental friendliness, smell, and over satisfaction.

- 'Created by nature, for nature"

- Problem/Solution

- Factual Information

Introduction

Secondary Research

THE CATERINAS ADVERTISING CAMPAIGN

Earth Choice shines in the Laundry Liquid Customer Satisfaction Ratings

Radio Ad.

  • Background Sound: River Flows in You – Yiruma
  • Voice Over: Rupert Degas

Primary Research

A campaign created to ensure Earth Choice Laundry Liquid reaches the maximum target audience and to ensure the target audience chooses our product over our competitors.

Qualitative Survey revealed:

- high percentage of the audience are 25-34 years old.

- purchase laundry liquid themselves from the supermarket,

- Are price and environmental conscious when purchasing

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Strategic Planning

Media

Insight

Target Market

Unique Selling Proposition​

‘Created by nature, for nature’​

Support​

- Mothers aged 30+ who cares for her kids and is environmentally and price conscious.

- They do grocery shopping and clean the house regularly and are looking for a greener alternative to feel like they are doing their part for the environment.

Key problem: ​

  • Earth Choice has a low popularity among the category of laundry liquid,
  • The need to differentiate Earth Choice further from its competitors for it to stand out from the crowd

The opportunity: ​

  • To strengthen Earth Choice’s established image of being environmentally sustainable

Emotional:​

•Chemicals in regular household laundry liquids enter our waterways harming and killing aquatic life ​

Plastic pollution damages the water systems and results in around 80 percent of marine litter

Rational:​

•Earth Choice is 100% Australian owned and made​

•Earth Choice insists in using plant-based ingredients rather than chemicals​

•Earth Choice provides products with natural formulations and sustainable packaging

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