Famous for its bright green bag, Dri-Pak is a leading provider of traditional cleaning products. The brand, which has a 60-year heritage, has unveiled its first ever advertising and marketing campaign created by Be The Fox.

The campaign has been designed  to showcase the versatility of ‘Soda Crystals’, its one-bag cleaning solution trusted by over 5.2 million consumers in the UK.

Dri-Pak’s Soda Crystals have become increasingly popular with households and cleaning influencers for delivering impressive results in cleaning grease and limescale while being ecologically friendly and non-toxic. The new campaign, titled ‘Whole Lotta Clean’ highlights the products multi-purpose uses to take on the UK’s reliance on single-use and disposable products. The creative aims to show the cost-effective, reliable nature of the product and showcase its availability nationwide in local shops and supermarkets.

“Our method of cleaning is even more relevant today than when the product was first created," explains Robert Fenton, Managing Director of Dri-Pak. "People want to clean with fewer products as they are mindful of costs, the environment and ease of use. The campaign is accessible to everyone, and we can’t wait to see the response from our loyal customers and new audiences as they discover even more ways to use Dri-Pak Soda Crystals."

The creative takes on a retro-style, drawing on the brand’s long heritage in cleaning as a household favourite. The campaign is made up of a variety of different content that can be used across various forms of media. Four variations of social ads act as ‘how to’ guides featuring a catchy jingle to both educate and entertain. The films also playfully make use of the popular social media 'miniature trend’, as one creative shows a big green rubber glove seen working away in a miniature kitchen. 

The campaign aims to showcase the product’s easy feel, its multiple uses and its accessibility in a non-patronising, fun way that challenges the usual conventions of the cleaning product category. In the midst of a cost of living crisis where consumers are aiming to get the most out of their products yet where many remain conscious of sustainability, the campaign is able to strike a well thought out tone in an engaging, playful manner.