Ecover x ‘UH-OH!’ Family
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Branding
Packaging
Illustration
Storytelling
Problem
Gen-Zers are the most eco-conscious generation in history today (Shaw, 2023). Despite this, Gen-Zers outconsume older generations when it comes to fashion consumption, and 90% of young Brits still opt for fast fashion (Sheffield Hallam University, 2022).
Insight
Alongside fast fashion, low rates of use and reuse of already owned clothing amongst the younger generation contribute to the environmental and social problems caused by the fashion industry (Vasquez Jr, 2022). Apart from the reason of clothing growing out of a certain style, another factor contributing to this issue is the lack of knowledge and awareness amongst the younger generation on how to wash their clothes properly.
A survey conducted by OnePoll (2023) showed that less than 25% of respondents, which included both millenials and Gen-Zers, correctly identified laundry symbols.
Our Mission
Gen-Zers are our future and will help drive the force of creating a better, and more sustainable future. By teaching them how to wash their clothes better, it will help reduce the chances of their clothes shrinking and getting damaged (Beairsto, 2023) and therefore, having them for longer wear.
Our mission is to inspire climate conscious final year university students to invest in the longevity of their clothes by encouraging them to build better washing habits to take better care of what they own.
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Final year university students living in the UK who are climate conscious and interested in learning about how to build more sustainable washing habits!
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With our ‘UH-OH’ limited university edition of our original Ecover laundry detergent, we make doing the laundry feel less like a chore and more fun! After all, helping you wash better means you get to rock the clothes you already have whilst also taking care of the planet! What a good trade.
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With each detergent comes a character, and each character has their own unique sets of stickers that feature quick reminders and tips that encourage better methods of washing clothes in order to make more sustainable choices!
These stickers are good for the planet too!
As well as this, they last 2 years indoors, meaning you can refer back to these all throughout final year, and when you move out!
The stickers that come with each bottle are placed on the bottle itself, eliminating the need of a sticker sheet.
Not only do the stickers make our detergents stand out, it is also functional and purposeful!
How will we reach final year university students?
They will be targeted using Instagram’s algorithm through sponsored ads. These stories will highlight characters from the ‘UH-OH!’ family as well as Ecover’s ‘UH-OH!’ limited edition laundry detergent. Click the download button on the right to read limited edition comics!
More about the ‘UH-OH!’ family members, our dearest friends from the ECOVER-se!
Each of the ‘UH-OH!” limited edition laundry detergents feature a member from the “UH-OH!” family through collectable stickers.
Zap, Mello, Jazzy and Biggy are also final year university students!
Where can I place these stickers?
It’s simple! Place the stickers wherever makes it easy for you to refer to when doing the washing. Let the creativity begin!
Each of our ‘UH-OH!’ limited edition laundry detergents come as a 3-in-1 package…
Ecover’s ‘UH-OH!’ edition laundry detergent’
Helps save your clothes and the planet!
FREE stickers to decorate your washing machine with!
Reminders for you when it’s time to do the laundry!
FREE ‘Scratch-a-Stain’ card!
Learn how to treat pesky stains that you may get during university and have the chance to win prizes!
‘Scratch-a-stain’ card, what’s that?
‘SCRATCH-A-STAIN’ cards can be redeemed alongside a purchase of one of our ‘UH-OH’ limited edition laundry detergents (yay, freebies!). Like the stickers, these cards are collectable, as stains on each card differ depending on the character you choose to collect for your detergent.
They're also made using lithographic printing inks, making the card itself more sustainable!
Example of Biggy’s ‘Scratch-a-Stain’ card
How can you get a ‘Scratch-a-Stain’ card?
Purchase an ‘UH-OH!’ limited edition laundry detergent from us, keep your receipt and exchange it with a store clerk for a ‘SCRATCH-A-STAIN’ card!
The last stain is special!
Students can get a tip on how to treat the stain or a unique number to which they need to enter on our form to win a prize! The form is available on the website.
Where can I collect all of these goodies?
You’ll be able to find these at the following locations (we chose the ones that you’d probably most often visit to make it easier for you!)
