The challenge
In December 2022, ReadyCare Signature was ready to meet the market. It was a biobased cleaning brand entering a category where green claims are met with doubt. Shoppers, retail buyers and the media had heard “eco friendly” many times before, so a new brand starts the conversation already behind.
The launch had to introduce the range, and make the brand’s promise to the planet feel real to everyone in the room: consumers, retail partners, media and the environmental community.
Green claims are easy to make. The launch had to earn belief.
The strategy
Borrowing credibility you cannot buy
The most useful thing a launch can do in a doubtful category is put the brand next to someone the audience already trusts.
So we brought WWF Malaysia into the launch as a partner, with a visible voice in the programme and a contribution from ReadyCare Signature presented on stage.
That changed how the day was read. ReadyCare Signature became a brand the environmental community was willing to stand beside, and consumers, retail buyers and media all saw it happen in the same room.
One brand world, indoors
Every surface guests saw carried the look already built across the packaging, retail and refill stations: invitations, signage, stage and screen graphics, presentation materials and the video shown on the day. Guests who knew the bottle recognised the room. Guests who saw the room first recognised the bottle later.
Running the day
We planned the launch from the ground up: the rundown, the flow of the day and the moments made for each group in the room, from a planting moment on stage to a live product demo and the refill station.
A familiar face
We brought in a well known local host to MC and speak for the brand, so a familiar face carried the story through the day.
Launch day
The outcome
Launched in good company
ReadyCare Signature entered the Malaysian market standing next to WWF Malaysia, the kind of support most brands in this category take years to earn.
The launch gave media a story to cover, gave retail partners a moment to be part of, and gave shoppers a reason to trust the biobased claim before they picked up a bottle. The same promise carried on into the brand’s later campaigns, Plastic Reborn and Bottomless Refills.
