Laundry with a clear conscience? LIV+LINN, in collaboration with ZUID, shook up the laundry industry with a vibrant lifestyle brand, innovative campaign, and eco-friendly washing strips.
The laundry market is massive, traditional and heavily reliant on plastic. Both the packaging and detergent often contain plastic. However, LIV+LINN had a different vision. They developed a plastic-free washing strip, containing precisely the right amount of detergent for one wash. This innovative product is 100% biodegradable and vegan, with zero plastic in or around the detergent. Additionally, the cardboard packaging is designed to be ultra-compact, reducing CO2 emissions and transport costs. It's an incredible product, but the challenge remained: how to penetrate such a large, traditional market? ZUID was tasked with disrupting the laundry industry, transforming this sustaina-mazing product into a standout brand.
ZUID tackled this strategic challenge by developing three brand concepts, which were then tested by the marketing research firm Market Effect. The research revealed that the target audience—moderately environmentally conscious consumers—was most enthusiastic about our LIV+LINN concept. After making a few adjustments, we jumped into execution, setting up a laundry room in our in-house studio and filming content for social and digital media. We then assembled our team of marketing and e-commerce specialists. By combining joint promotions, influencer marketing, giveaways, trial packages, and brand activations, we successfully increased brand awareness and gained a new batch of happy customers for LIV+LINN.
Together with our client, we turned an eco-friendly product into a standout brand. One that has the power to challenge the market and be an example for how things can be done differently. This has won LIV+LINN a place on the shelves of many eco-stores and in the hearts of environmentally conscious consumers. Whether customers discovered the brand through the webshop, a catchy timeline hook, watching their favourite influencer pointing out the brand’s benefits or through the joint promotions with King Louie and HelloFresh, LIV+LINN’s newfound fans can now do their laundry with a clear conscious and sense of satisfaction.
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