Powerful Plant-Based Platform

PROJECT: LAUNCH A NEW LAUNDRY LINE

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.

THE CONSUMER CHALLENGE
The laundry landscape is littered with moms smelling fresh scents like they just rediscovered their nose. Breaking through meant getting at the heart of the barriers and benefits of plant-based laundry products.

BREAKING THE CYCLE

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.

CHALLENGING THE STATUS QUO

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.

 

 

LAUNCHING WITH A DIFFERENT SPIN

A communication framework outlined our key audience personas and their mindset towards 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 cross-breeding of eco and innovation. A more modern photographic style provided the last layer of unique visuals to the brand asset library.

  • Rooted in Nature

    Icon

  • PLANT-BASED

    Graphic Element

  • PRODUCT LINE

    Photography

  • IN HOME

    Photography

  • PRODUCT BEAUTY

    Photography

  • POUR SHOT

    Photography

  • POUR SHOT

    Photography

DIRECT-TO-CONSUMER WEBSITE

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.

 

We truly enjoyed working with the Spitball team on the launch of our new brand. From the strategy development to the creation of our digital campaign, they were highly invested in the success of the launch and their strong collaboration made them feel like a true extension of our team. It was reassuring knowing that Spitball could handle curve balls and was willing to roll up their sleeves to get the job done.
THERESE HUMMER
Team Lead, Digital Native Innovation