What is Tru Earth Doing to Celebrate Its 5th Anniversary and Connect With Gen Z During Earth Month

Tru Earth is aiming to connect with its Gen Z audience with its new campaign that features actor Taye Diggs.

With Earth Month 2024’s theme of “planet vs plastics,” the campaign aims to encourage individuals to eliminate their reliance on single-use plastic containers by switching to Tru Earth’s Laundry Detergent Eco-Strips instead. With the “Give a Strip” campaign, Tru Earth’s first fully integrated campaign has been launched across digital and social media platforms with :15 and :30 spots.

Tru Earth is leveraging social media platforms TikTok, YouTube, Instagram, and Facebook for its ad spots. Additionally, the campaign is being advertised through its website and email distribution.

Wade Crouch, Director of Brand Marketing at Tru Earth, highlighted the significance of targeting Gen Z with its campaign as well as noting that it coincides with Earth Month and the brand’s fifth-year anniversary. To sustain momentum throughout the month, plans include influencer campaigns, sampling activations, and promotions on ConnectedTV and Spotify. Additionally, Tru Earth is collaborating with GirlUp to organize 20 beach cleanups across the United States during Earth Week.

“We wanted this campaign to resonate with anyone who watched it, but we also know that Gen Z holds the key to a sustainable future,” said Crouch. “Our humorous campaign is meant to deliver our message with a cheeky tone, and we know that one of the most effective ways to speak to a younger audience is with a more comedic approach.”

Crouch emphasized Tru Earth’s commitment to effecting genuine, lasting change for the betterment of the planet. Environmentalism and social good remain paramount in all aspects of the business, demonstrated through partnerships with over 3,500 fundraising and donation partners. Furthermore, Tru Earth continues its mission of providing Eco-Strips to those in need with the belief that access to clean clothes is a fundamental human right.

The Tru Earth campaign joins other brands like JanSport’s March Madness Campaign, which promotes mental health, and Colgate encourages its target audience to smile, in order to reach Gen Z who care about the brands they support and care about the brand values in a genuine and authentic way.

“Even the name ‘Give a Strip’ is one we felt would resonate well with a younger audience, and the channels used for this campaign were carefully chosen to maximize impact. We hope this campaign captures their attention and helps empower them to make a difference, one laundry strip at a time,” said Crouch.

In addition to its campaign, Tru Earth’s TikTok strategy includes producing captivating short-form videos that are a great way to demonstrate the benefits of Eco-Strips and other home cleaning products in a creative, engaging, and informative way. Taking advantage of TikTok’s informal and interactive nature, the campaign involved the social media manager remixing Taye’s video and incorporating personal comments and reactions to it. This approach gave the post a genuine and distinctive feel, and complemented the platform’s overall content style to get more eyeballs to the brand.

Up to this point, Tru Earth has played a pivotal role in averting the disposal of over 175 million plastic jugs and other single-use plastics, mitigating their potential impact on landfills and oceans, according to Crouch. Tru Earth’s ongoing campaign aims to bolster these efforts and foster lasting and substantial environmental change.