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By John Glenday, Reporter

April 23, 2013 | 1 min read

Critical Mass, the full-service digital agency, has marked yesterday’s Earth Day with a full brand refresh for the Green Works line of natural cleaning products.

The digitally led relaunch has given the product line a new brand identity and website which aims to envision how ‘green’ is marketed with the tagline ‘You don’t have to be serious to be green.’

Included in this salvo of activity is the ‘Giggling Daisies’ digital engagement program which provides charitable donations to organisations which are helping to make the world a greener place.

To participate Twitter users must send a joke using the #GigglingDaisies hashtag to make a patch of daisy’s giggle, should they succeed Green Works will donate $1 to charities helping to plant gardens and greenery in urban schools.