Lavo Inc. is touting the benefits of its La Parisienne biodegradable phosphate-free detergent with a television campaign featuring a little girl and her stuffed dog, Barnabé.
Created by Allard Johnson Communications, the campaign consists of four 15-second spots communicating the ecological benefits of La Parisienne’s cold-water efficiency, its pleasant fragrance and the fact it’s made in Quebec.
In one spot, the girl approaches Barnabé lying on a bed and says, “Good. You’re all clean, you smell great and you’re helping the planet—and we’re going outside as soon as you put your coat on.”
In the next scene, Barnabé is seen clad in an overcoat propped between four bottles of la Parisienne. “Parisienne detergent. The ecological choice,” says the voiceover, accompanied by the super “Efficace et biodégradable” (Efficient and biodegradable).
“The idea of using a child is to convey the message that children are the future and to educate them not to make the same kinds of [environmental] mistakes we did,” explained Robert Deslauriers, vice-president of client services at Allard Johnson.
“The brand has invested heavily into making products greener, and we want to get that message out.”
One of the other spots touts the benefits of using La Parisienne because it’s made in Quebec, creating less gas emissions versus a similar product being transported from the U.S.
Allard Johnson also handled the media buy.
