Updated: May 21, 2020
As a long-term Ecover buyer, I'm liking the new 'laundry against landfill' strategy. It takes a brand that always had a bit of a soft, hippyish positioning and gives it some edge and bite.
Having a real, tangible 'enemy' helps, particularly when that works at multiple levels (dirt / fast fashion / the environmental crisis), with similarly multifaceted benefits (clean clothes + fashion individuality + doing my bit).
A great example of how 'purpose' should manifest in marketing as well: not just 'invented' for comms, but driven out of lived business/brand truth, anchored in what the product actually does on a day to day basis for me, with a genuine society-level point of view/impact on top.
Not so sure about the 'Prof Green on a washing machine' AV, but you can't have everything.