Although its claim to being eco-friendly was substantial, Pruce first came to us in non-descript bottles with a rather forgettable name. At this point, where its name, pricing and branding were undecided, its vision was in place: to create a range of eco-friendly home and personal care products that would attempt to undo the damage done by the cleaning industry. In essence, restore - help people restore - nature. To capture this essence, the name ‘Pruce’ was born/divined. Pruce was an amalgamation of the words protect, recycle and reduce - reflecting principles of eco-friendliness.
Pruce’s core value revolved around eco-consciousness. It wanted to offer its customers a chance to transform and truly impact the world around them. Eco-consciousness became a central part of Pruce’s identity and was surmised by this statement: naturally sourced, morally responsible cleaning products that are value for money for the ecologically conscious.
Nothing speaks louder than action. In the case of Pruce, its bottles were going to be the centre of all action. One MG researched over 50 cleaning brands to explore and analyse everything from colour and price to bottle sizes and material.
Made purely from naturally-derived ingredients, it was pertinent that Pruce’s bottle was designed to reflect this. Inspired by the water droplet and leaf, the Pruce bottles would imitate their slender and fluid form. Being an eco-conscious brand, all Pruce bottles would be manufactured using only recyclable plastic.
Bringing a newly conceived eco-friendly brand - thus more or less, unknown - to the market gave Pruce the unique opportunity to stir conversations around sustainability and eco-friendliness on its terms. To further its message, a visually appealing website was built incorporating minimal but witty and cheerful content. Its messaging was extended to a brochure that was crafted in the same image - colourful, witty, cheerful and environmentally conscious.
Pruce was named, branded and market-ready. But would the market be ready? One MG set up sales channels by identifying offline distributors to premium supermarkets and online portals like Big Basket, Amazon and Flipkart among others For the launch of India’s truly eco-friendly cleaning products, the stage was set. On ground activations were set in motion in and around the store. While door-to-door marketing and digital promotions mushroomed, a launch strategy brewed.
Beneath its eco-conscious demeanor and vision to enable a better and more eco-friendly way to clean, is the genius of Pruce’s proprietary formula. Pruce was a first in the country’s cleaning industry - its products would go on to not only revolutionize cleaning but also redefine people’s interactions with nature. It would extend them an opportunity to be a part of something bigger - to save the world a little, everyday. With this premise, Greener Revolution was conceptualized. It perfectly encapsulates the movement Pruce wants to set into motion with its products - towards a greener world today, tomorrow and the distant future. And all it would take for that? A little cleaning.
A brand video explaining the ‘Greener Revolution’ and why it was the need of the hour was conceived and developed. On the launch date, this video was promoted across Pruce social platforms to announce that Pruce was, now, up for taking/buying.
In line with the message of ‘Greener Revolution’ brand assets like pamphlets and flyers were created and populated across digital platforms and shops were Pruce would debut. On the digital platform, the brand was set up for nation-wide recognition through search campaigns, influencer marketing and video ads. Bearing the message of an imminent revolution, newspaper, theatre and outdoor promotions promised a cleaner slate for the cleaning industry.
