LE CHAT ÉCO-EFFICACITÉ ‘LAVONS MIEUX’
A few years ago, Henkel suffered criticism over ‘greenwashing’ in relation to its ‘Le Chat Eco-efficacité’. After achieving its eco-label, Sidièse worked alongside Henkel to build solid legitimacy and reduce the risk of disapproval through more sincere communication messages.
In a campaign targeting key opinion leaders and the wider public, Sidièse ran workshops with sustainability professionals to create the ‘perfect brief’ and consumer experts from related fields (including water, electricity, health and packaging) to determine the ways a consumer can reduce the environmental impacts linked doing laundry. Sidièse then created a strong, recognisable brand, content and messaging for the website, social media, in-store, emails and sales support materials.