How do you PR a dish washing liquid?
For spice communications group, the answer lay in building brand alliances that appeal to the target market and reinforce the values behind the brand.
As New Zealand’s original environmentally friendly dishwashing liquid, Down To Earth looked to its brand heritage when it became an Official Guardian of New Zealand’s endangered Maui’s and Hector’s dolphins.
With a partnership with Forest and Bird already on the table, spice communications group moved the brand alliance to a new level, creating an online Adopt A Dolphin campaign to raise funds for organisations protecting the dolphins.
spice worked with advertising agency, spawn, to create a new website for the brand and the programme. Social media was bought into play with facebook and twitter pages helping to promote the cause and build awareness of the dolphins’ plight.
Media were alerted to the programme by a delivery of an Adoption pack, as well as a full media kit announcing the launch of new products and packaging for Down To Earth.
Online pack promotions are also being developed, as are joint promotions with Forest and Bird and the Department of Conservation.
The programme is a long term initiative for Down To Earth and looks to build its brand credibility. Although only in its early days, feedback has been extremely positive.
PZ Cussons appointed spice communications group to help build the presence of its Down To Earth (DTE) dishwashing liquid in New Zealand. The team at spice used their creativity and strategic ability to develop a long term campaign that built on DTE’s brand heritage. The resulting Adopt a Dolphin campaign has helped DTE defend its environmental position within the market …and also helps show our support for protecting New Zealand’s highly endangered Maui’s and Hector’s dolphins.
spice were extremely easy to work with and provided a professional on-the-ground resource for DTE in New Zealand. Their detailed reporting and client liaison meant the Australian-based marketing team felt ‘in touch and up close’ with activity happening in a different country.
I would be happy to recommend spice communication group for any future brand and marketing PR.
PZ Cussons Australia and NZ (Marketing)