The Job: Position Ecos Paints as a Lifestyle Brand

Background:

Ecos Organic Paints create some of the world’s most amazing paint – their Air Purifying Paint  filters toxins from the air and is used in places such as The Louvre, to protect artefacts from airborne pollutants. Fact – Ecos Paint is so non-toxic you could actually eat it.

However, despite a niche following, their presence within the mainstream homes and interiors press was more or less zero.

jwc were tasked with launching Ecos into these publications and increasing awareness of the brand amongst consumers.

Tactics:

jwc initially focused upon the fact that Ecos Paint, was so non-toxic you could eat it and we created a press kit containing a can of paint and a spoon.

This caught the attention of homes and interiors editors. We then worked with stylists to provide them with Ecos Paints’ colourcards and products for their photoshoots.

This gave us instant visibility in the key magazines and provided great exposure of Ecos Paints’ colours. Each piece included supplier details for readers.

We then worked with a fantastic up-and-coming photographer and stylist to carry out the first ever Ecos Paint photoshoot launching their brand new Artisan range. We also devised a series of advertorial and promotional opportunities.

Results:          

All of this meant that over the course of 18 months jwc were able to transform Ecos Paints from a specialist product, into a talked-about brand which now appears every month alongside the likes of Farrow & Ball and Fired Earth.

Magazines where you can regularly read about Ecos include: Elle Deco, Woman & Home, Good Homes, Grand Designs, Period Living, Period Homes and Interiors, Ideal Home, Your Home, House Beautiful, Living etc.

In the last 12 months – to 31 July 2014 – jwc have secured 211 cuttings in target publications.

Testimonial:

“jwc have exceeded all our expectations. Our original goal was to get Ecos into all the leading homes and interiors publications alongside established brand leaders – not only have they done this but they have also secured coverage on television and in national newspapers.
“What’s more, the team is easy to work with and nothing is ever too much trouble.”

Ian West, Founder, Ecos Organic Paints