Eco-laundry brand Earthwise has officially entered the Australian market, partnering with JCDecaux to leverage its sustainable Out-of-Home advertising solutions. The collaboration involved using JCDecaux’s fleet of low-emission buses in Sydney and Melbourne, complemented by Digital Large Format and Rail.

Earthwise’s campaign launched in July and will continue through to November.

Earthwise laundry liquids are certified by Good Environmental Choice Australia (GECA). The brand's new laundry range is cruelty-free, vegan, greywater and septic safe, dermatologically tested, and the bottles are made from 75% recycled Australian plastic. Earthwise originated in a garden shed in Waikato, New Zealand.

"Earthwise laundry liquids have been proudly certified by GECA, Good Environmental Choice Australia. The GECA ecolabel on our products means they're a better choice for people and the planet. Our new “Eco Made Logical” campaign highlights our commitment to sustainability and our journey to help promote a cleaner world. We chose JCDecaux as one of our media partners because of their commitment to integrating sustainable solutions into their advertising platforms," said Gemma ap Geraint, Brand Manager, Earthwise.

"Consumers today are more conscious than ever about the impact their choices have on the environment. At Wavemaker, we’re committed to helping brands like Earthwise communicate their sustainable values through responsible investment. JCDecaux’s low-emission buses were an ideal choice to reflect Earthwise’s eco-conscious ethos and to reach busy Australians making everyday decisions," added Kristin Hunt, Group Director - Client & Communications, Wavemaker.

"By choosing JCDecaux’s low-emission bus network, Earthwise and Wavemaker are contributing to a broader movement toward responsible advertising. Businesses that prioritise sustainable media investments are helping to establish a new benchmark for environmentally conscious advertising," noted John Harris, General Manager, Sales, JCDecaux.

JCDecaux offers advertising on fully electric bus fleets in Sydney and Melbourne through its TRANSIT platform, launched in August 2023.