Marcel's Green Soap

TV Commercials

Help building the Netherlands' largest eco-brand.

The Challenge

In the competitive cleaning products market, Marcel's Green Soap needed to cut through the noise while establishing credibility as a sustainable alternative. The challenge was transforming cleaning from a mundane chore into something meaningful that connects with environmentally conscious consumers.

Our Approach

The Idea

We created a simple yet distinctive format featuring Marcel as narrator, delivering authentic messaging about product benefits and environmental impact through colourful, no-nonsense animations that make sustainability accessible and appealing

Execution

Since 2020, we've produced fast-turnaround TV commercials using illustrated animation style. Marcel's personal storytelling focuses on how products smell good while being good for the earth, emphasizing biodegradable formulas, cruelty-free testing, and safe home use.

Impact

Market Recognition

The consistent approach helped Marcel's Green Soap become the Netherlands' largest eco-brand, reaching €20 million turnover by 2024.

Cultural Resonance

The commercials reframed cleaning as contributing to a better world rather than a "dirty job." This positive messaging around sustainability, animal welfare, and human safety resonated deeply with Dutch consumers, inspiring Marcel's founding story of offering alternatives to conventional cleaning industries and establishing new expectations for how eco-brands communicate their values.