Aware Sensitive targets eco-conscious families in newly launched campaign via Toffee Studios

Spring has sprung and so has Aware Sensitive Laundry Detergent’s brand new campaign designed to inspire the next generation of conscious considerate cleaning.

Aware Sensitive are the original eco-warriors that brought Australia Orange Power – the eco-friendly cleaning products derived from orange oil. Aware Sensitive are Australian Made and recognised by the National Asthma Council Australia’s Sensitive Choice program, which makes it the best choice for sensitive skin.

Aware Sensitive’s latest campaign brings to the forefront its range of laundry products that are free from all the harsh chemicals and irritants that can harm your skin and irritate asthma and allergies, such as such as ‘optical brighteners, fragrances, dyes and enzymes’. As seen through the eyes of Australian families who believe in the importance of high-quality products that are good for you and the environment.

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In casting for the TVC, Toffee Studios managing director Emily Owens looked for real families that could bring an authentic voice to the product through the understanding that Aware Sensitive is the best choice for the most important members of our family – our children.

Says Owens: “We really wanted to tap into the new-parent behaviour of washing your baby’s clothes in sensitive laundry detergent, in order to ensure that their sensitive skin is not irritated by nasty chemicals associated with regular laundry products.” And that “…the arrival of a new baby is one of the most important moments in any parent’s life. Understanding this and the never-ending mountain of laundry associated with children, the campaign seemed like a really great fit.”

Says Alanna Hinds, senior marketing manager: “We are excited to educate the next generation of families about the importance of choosing the right sensitive laundry detergent. As there are a lot of products on the market that are not exactly as safe as they claim to be.” The campaign “…also touches on the heart strings of the modern Australian family by bringing you environmentally sustainable laundry detergents that are good for your family’s skin.”

When the “choice is there to choose products that are endorsed by such great initiatives such as the National Asthma Council Australia’s Sensitive Choice program or Planet Ark, you know you are doing the best for your family and the environment. In a world where sustainability is such a critical issue, it is important to be Aware of the impact of your choices.”

Having such a strong ethical standpoint and commitment to a greener future, has made working with Aware Environmental such an “easy brand to get behind, because we believe in their overarching message. It was a very natural synergy for Toffee Studios and one we are very thankful for”, says Owens.

Toffee Studios is the creative agency behind the Aware Environmental’s first flagship commercial airing on Channel 9 this week. The brand is said to be crossing international waters and reaching into China with its latest range of ethical based, well manufactured products that are kind to your skin.

Agency: Toffee Studios

Director: Emily Owens

Creative Director: Mark Farrelly

Social Strategist: Em Hall