Earthwise teams up with JCDecaux for Australian launch

Eco-laundry brand Earthwise has partnered with JCDecaux to support its entry into the Australian market.

The collaboration utilises the outdoor advertiser's low-emission bus fleet in Sydney and Melbourne, alongside digital large format and rail advertising spaces. The campaign, which began in July, will continue through November.

"Earthwise laundry liquids have been proudly certified by GECA, Good Environmental Choice Australia," said Earthwise brand manager, Gemma ap Geraint.

"The GECA ecolabel on our products means they're a better choice for people and the planet. Our new Eco Made Logical campaign highlights our commitment to sustainability and our journey to help promote a cleaner world."

She continued: "We chose JCDecaux as one of our media partners because of their commitment to integrating sustainable solutions into their advertising platforms."

The Earthwise brand originated in a garden shed in Waikato, New Zealand. The laundry range recently became available in major Australian supermarkets, with bottles made from 75 percent recycled Australian plastic. The product is also cruelty-free, vegan, greywater and septic safe, and dermatologically tested.

Kristin Hunt, group director – client and communications at Wavemaker, commented: "Consumers today are more conscious than ever about the impact their choices have on the environment. At Wavemaker, we’re committed to helping brands like Earthwise communicate their sustainable values through responsible investment.

"JCDecaux’s low-emission buses were an ideal choice to reflect Earthwise’s eco-conscious ethos and to reach busy Australians making everyday decisions."

JCDecaux low-emission bus fleet

JCDecaux general manager of sales, John Harris, added: “By choosing JCDecaux’s low-emission bus network, Earthwise and Wavemaker are contributing to a broader movement toward responsible advertising. Businesses that prioritise sustainable media investments are helping to establish a new benchmark for environmentally conscious advertising.”

This partnership follows JCDecaux’s June announcement of securing the exclusive advertising rights to Melbourne’s Southern Cross Station, Victoria’s busiest public transport hub.

In May, JCDecaux also re-signed its airport advertising contract with Sydney Airport, maintaining its role as the exclusive media partner for the site.

See also: JCDecaux secures contract for Melbourne’s Southern Cross Station JCDecaux retains Sydney Airport contract