Pine O Cleen launches ‘eco-friendly’ product line with help from Now Screen
Pine O Cleen has launched a new environmentally-friendly range of multipurpose cleaners and biodegradable wipes.
A campaign, created by Now Screen, will be running across free-to-air TV, broadcast video on demand and digital, pushing the new products’ green credentials.
The TVC uses a simple animation which Now Screen’s Mardi McConnochie said reflected the products’ appeal.
“The new Pine O Cleen Simply packs are beautifully simple and refreshing. So it made sense to reflect that simplicity in the animation style.”
Leo Rempe, senior brand manager for Pine O Cleen at RB Hygiene, said the new range comes in response to consumers being more eco-conscious.
“65% of Australians say they have become more eco-conscious in the last 12 months. But at the same time, many consumers aren’t willing to compromise on their need for an effective and hygienic clean,” Rempe said.
The Pine O Cleen Simply range is effective against 99.9% of E.Coli and S.aureus germs. The campaign does not mention effectiveness against COVID-19.
Therapeutic goods, such as cleaning products or medications, can not claim effectiveness against COVID-19 in advertising unless expressly permitted by the Therapeutic Goods Administration.
Since the COVID-19 pandemic began, RB Hygiene and RB Health have engaged in a number of partnerships to support essential workers. The business has supplied sanitation kits to Uber Australia drivers, $1m worth of disinfectant products to Meal on Wheels clients and volunteers, and a $10,000 donation to the Pharmacists’ Support Service.
Credits
Client: RB Hygiene
Marketing Director: Saurabh Jain
Category Marketing Manager: Pim Bolyn
Senior Brand Manager: Leo Rempe
Creative Agency: Now Screen
Client Service Director: Colin Murace
Global Creative Director: Dana Holder
Senior Writer: Mardi McConnochie
Global Executive Producer: Aryani van Dam
Director: Russell Masters
Animation: Fanatic Films