Don't Wash Your Clothes

BACK TO OUR WORK

CLIENT:

AEG

COMPLETED:

2024

CATEGORY:

PUBLIC RELATIONS, SOCIAL MEDIA, DIGITAL SERVICES

AEG launched a bold UK campaign that challenged laundry habits, encouraging people to wash their clothes less. By showing how over-washing wastes money, energy, and clothing, the initiative positioned AEG as a premium brand offering real solutions to everyday problems.

As a premium appliance brand, AEG needed to stay relevant in the cost-of-living crisis dominated by energy bills. Research showed UK households were over-washing their clothes, wasting money and energy, while damaging the environment. The challenge was to create a campaign that put AEG at the centre of the conversation on sustainable laundry habits and cost saving.

the challenge

USING BOOKING DATA TO SHOW NEW UK DINING TRENDS

THE SOLUTION

We launched a campaign with one clear message: wash less to save money, energy, and clothes.

To prove it, we created the Fresh Test, a national experiment showing when clothes really need a machine wash and when a simple refresh will do.

AEG experts led with practical advice, backed by consumer research exposing the UK’s biggest laundry myths. This gave us a media-friendly narrative and a platform to spotlight AEG’s Steam Refresh technology as part of the solution.

THE execution

The campaign ran across earned, owned and influencer channels.

Research-driven media stories and the Fresh Test were supported by expert spokespeople Dr Martha Newson, Georgie Barrat, and AEG’s Sarah Schaefer. A broadcast campaign generated 876 airplays across 586 UK stations, giving nationwide reach.

Influencer ambassador Candice Brathwaite drove consumer engagement with relatable content, while AEG’s social channels ran tips, tricks, and refresh hacks. Tailored media pitches and exclusive angles delivered widespread national, regional, and lifestyle coverage.