The Drum Awards for Design 2022

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Ecover bottles up the natural delight of baby scent in fragrance-free product push

While its range of eco-products come in various nasal delights, Ecover is promoting its fragrance-free Ecover Zero by highlighting the natural delight of baby smell.

Playing on the 'insight' that nothing smells as good as babies, the eco-warrior brand asks its consumers: "why would you cover it up with harmful products containing chemical fragrances and allergens?"

To push this further, it has created a gender-neutral fragrance called 'L'Eau de Bébé' that smells like a newborn baby and nothing else. With notes of breast milk, soft skin and sweet baby goodness, the perfume gives its user a whiff of coo.

This is the first campaign the brand has created with Uncommon since the agency was appointed earlier this year. To support the perfume, the two have created a humous video that encapsulates the essence of the campaign.

The 'L'Eau de Bébé' launch video literally puts a baby on a pedestal. Sat perched atop, he looks as elegant as a supermodel.

Using a hyper-sensual tone typically reserved for perfume ads, the film sees an array of striking models closing their eyes in ecstasy, taking in the delight of baby's scent, until a rational voice says, "or, let babies smell like babies."

Discussing the campaign, Sara Mendez, european head of brand at Ecover, said: “Our research proves that nothing in the world smells as good as natural newborn babies, and yet as a nation, we’re in the habit of surrounding babies with overly fragranced laundry products that have the potential to irritate delicate skin.

"That’s why we’re championing babies’ right to smell like babies and have access to clean ingredients with zero added fragrance. Since its creation in 1979, Ecover has campaigned for a ‘cleaner’ world, and our latest launch makes no exception."

Adding to this, Nils Leonard, co-founder of Uncommon said: “In our game it’s a dream to work on a product and a brand that has a positive and meaningful effect on the world, but often that’s the last way we should advertise it.

"Akin to the noise of the insurance category people are weary of the ranty and often pious voice of environmental messaging, so we wanted to make something people wouldn’t see coming. With L’eau de Bébé you can save the planet, protect your babies skin and have a laugh at the same time, which is what Ecover is all about.”

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