On the heels of a successful product launch for Veo Probiotic Cleaner, Reckitt came to Spitball to bring Botanical Origin to the US market. Botanical Origin is a new plant-based line of laundry products that is both safe and effective. Spitball was tasked with defining the overall strategy, messaging framework, visual platform and creation of brand, marketing and advertising assets.
Within our deep dive into the world of laundry, we discovered consumers often feel they have to compromise safety for performance or vice versa. Their perceptions of plant-based products continued to fuel the concern that these products were just “lemon water.” Spitball tapped into consumer insights to build a platform for Botanical Origin that communicated the power that this new plant-based formulation gave consumers.
Spitball went to the drawing board, literally, to tap into nature in a way that challenges consumer perceptions. Through a unique and perfectly-fitting brand personality, a message of empowerment was brought to consumers. "Elevate Your Clean" invited them to expect more and promised a product that can be safe for the family while being tough on stains.
A communication framework outlined our key audience personas and their mindset toward eco-friendly products. This provided the fuel for the messaging, while a bouquet of creative assets boasting a striking nature-inspired illustration style captured Botanical Origin's breakthrough crossbreeding of eco and innovation. A more modern photographic style provided the last layer of unique visuals to the brand asset library.
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Prior to gaining broad distribution in major accounts, Spitball helped Botanical Origin create their eCommerce presence through an A+ Amazon page and provided the branded assets for their website.