The beauty of Botanical Origins plant based products are that they are safe yet still powerful. However, when talking to consumers the perceptions were that you either have to sacrifice cleaning power for natural or vice versa. So Spitball went to the drawing board, literally, and tapped into nature in a way that challenges consumer perceptions through a unique and perfectly fitting personality, tone and voice. Along with this brand development work, we crafted a communications framework and robust campaign assets to launch Botanical Origin in a challenging category.
A POWERFUL PLANT BASED PLATFORM
DRAWING UPON NATURE
A CLEAN CREATIVE SLATE:
Putting Our PencilS to Work
Botanical Origin broke through the current compromise between natural and powerful by inviting the audience to expect more and promising a product that can be safe and tough on stains. The overarching message of "Elevate Your Clean" bloomed from the brand's high performance and plant-based product attributes. The brand and product launch was then brought to life through a striking nature-inspired illustrative style that captures Botanical Origin's breakthrough cross-breeding of eco and innovation to buck the typical category clutter of moms sniffing fresh scents.
BREAKING THE CYCLE:
Launching Laundry in a New Way
As a new product that has a lot to say within a direct-to-consumer launch, Spitball developed a tight communications plan that helped Botanical Origin get the most out of every asset and test creative performance along the way. Our bouquet of communications helped demystify plant-based cleaners with performance and safety-specific brand storytelling, while empowering the brand team with a vibrant library of assets to establish visual consistency across all channels.