Redefining Green.
Simple Green
the BRAND
“providing high-quality cleaning products with a focus on environmental responsibility and human safety"
Industrial Strength, Skin Safe.
Simple Green is the non-toxic, highly-concentrated, easy-to-use all-purpose cleaner of your dreams that has been hiding in plain sight.
Their current product line has more than 50 different innovative cleaning products for home and professional use.
But despite being the leader in green cleaning since the 70’s, most people don’t even know the name Simple Green.
So to celebrate 50 years of keeping you and our planet free of toxins, we are reintroducing Simple Green to the world with a strategic brand opportunity.
the CONTEXT
culture
Our lives have gotten toxic,
and it’s inescapable.
Greedy Companies Control the Fate of our Environment.
And what’s scary is these conglomerates put profits ahead of people and our planet. They’re setting our whole world up for a polluted future.
We Currently Live to Work.
“a toxic workplace in the truest sense is a very real problem and is driving 20 percent of American workers to leave their current positions.”
We’re Not Connecting Anymore.
Social media has desensitized us to how we speak to others, and in turn has changed how we interact with others.
When we are able to ignore people’s reactions to our behavior/the things we say, we can end up doing/saying toxic things without consequences and sometimes even without noticing.
Toxicity has become part of our lives, even if we can’t see it.
category
Products that are supposed to make us feel clean are sneaking toxins into our lives.
Brands Are Looking Green but Not Acting Green
Take Windex’s “100% Ocean Plastic” initiative as a dangerous example,
The blueprint for misleading sustainability claims. (read further)
Windex is not using plastic found in oceans, it is using plastic that could end up in oceans. The bottles are actually made from landfills in the Philippines. But it’s the messaging that is the issue, not the action.
Who Is Really Sustainable Anymore?
“31% of global consumers trust that household brands are doing what they say they are to be more ethical and environmentally friendly.”
When everyone claims sustainability, it’s hard to tell who is actually eco-friendly.
Greenwashing has Permanently Confused the Consumer
“While 79% of Americans say they want to buy from brands that are environmentally friendly, most don’t know how to identify these companies.”
Brands are under green cover,
pretending to be more eco-friendly than they are.
We can’t even tell what is “green” anymore!
consumer
Due to this confusion, being a consumer has never been so much work.
It Feels Like We Need a PhD to Know What Is Good for Us.
Brands have mislead us for so long that it feels as if we need to become researchers to know who is actually telling the truth and which products are actually good for us/our planet.
It’s exhausting to think about and causes us anxiety.
We Want Actions,
Not Words.
Consumers “often don’t trust the environmental claims companies make. Leveraging internal tools and third-party accreditation” to make their decisions. -PDI Tech, report
Covid 19 Made Us Aware of Our Personal & Household Hygiene.
“the COVID-19 pandemic has led to a dramatic surge in household cleaning goods”
Companies are toxic & have been lying to us.
As the consumer, they made it our job to know what is good for us
& our duty to hold them accountable.
client
Thankfully, Simple Green has been transparently green from the start.
If You Start Green,
You Don’t Have To Get Green
The same solid formula since 1975.
Brands are just now learning about what we, here at Simple Green, have known since the start. (no toxins here)
We Don’t Have to Look Green to Act Green.
Toxic
Harmless
Green without the
“Green Tax”
Consumers have been conditioned to believe that if something is good for you or the planet, it should cost more.
Why? Because of marketing “Green Tax”.
The Green Tax is when companies charge more for products that are “eco-friendly”, because it costs them more to use non-hazardous ingredients.
(This is different than government fiscal policies that encourage environmentally friendly practices.)
But, we think that is bullshit.
Because, Simple Green is good for you and the planet while being cheaper and more concentrated than the leading brand.
We have never needed to behave like the rest of the category,
because we stand out for all the right reasons.
the OPPORTUNITY
let’s recap
Toxins are taking over.
They are infesting every part of our lives and it feels like we cant stop them.
From the culture around us to the products that are supposed to be clean,
even the task of choosing something healthy has become toxic.
Our competitors have contaminated the word green ,
“green” ≠ Green
So we want to take back Green!
evergreen
opportunity
Here at
We have been truly green since the beginning.
Both in formulation and name.
“Green” is the antithesis of “toxic”
So we are here to take back “green”,
and redefine what it means to be & behave green.
Behaving green means…
being Authentic
being Transparent
being Accountable
so the goal is to…
Get people that don’t know about Simple Green who have been lied to by toxic brands, to try Simple Green’s all-purpose cleaner by showing them that in making one simple switch, they can do away with toxins and help redefine what it means to be green.
strategy
Greening has a new meaning.
Green is organic. These toxins are everything but.
Here at Simple Green,
we are redefining green
by creating a non-toxic future
for you and our planet.
And it’s been that way from the start.
evergreen
initiative
Simple Green’s New Evergreen Initiative
Introducing… the ‘Simple Green Seal’.
A seal awarding brands inside the household cleaning category for being & behaving green… even if it means making our competition look better.
Because being a consumer shouldn’t be a full time job.
Our mission is bigger than us.
It’s about protecting people and the planet we all share.