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 static execution

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.


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


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