The 10 Group appointed to launch sustainable laundry disruptor, w’air

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By: Wise Marketer Staff |

Posted on January 27, 2021

Integrated marketing and communications agency wins social, PR and content brief

21st January 2021. Pilot Lite has appointed integrated marketing and communications agency The 10 Group to launch w’air — a sustainable clothing care disruptor — across social, PR and content following a competitive pitch.

The w'air is a simple, hand-held device that will disrupt the sustainable laundry industry.

w’air, the simple, hand-held device that uses pioneering hydrodynamic technology to clean clothes in an easier, more effective, eco-friendly way, will formally launch in May, supported by a 360 integrated campaign and pre-launch activity spearheaded by 10.

As the brand’s first agency of record, The 10 Group has been tasked with positioning w’air as a disruptive player in the sustainable clothing care market across both business and consumer audiences. This will include launch strategy and execution, creative content development and rollout, influencer campaigning and media relations.

Having identified that 90% of the items that go into the washing machine do not need to, the launch of w’air represents the emergence of a new category of sustainable clothing care. Tapping into the growing awareness and demand for sustainable consumption choices, the multi-purpose device provides an environmentally-friendly, time and energy saving alternative to traditional laundry options, marking a significant shift away from the current market.

A photograph of the hand-held tool, the w'air

Jonny Hewlett, Start-Up CEO and Venture Lead at Pilot Lite says: “To launch a brand that reimagines the laundry category, it was crucial that our agency partners embody that same innovative, intelligent thinking in their approach. In The 10 Group we have found just that – and their unique blend of experience across content, communications and commerciality positions them perfectly to support us in the launch of w’air.”

Elaine Stern, CEO, The 10 Group says: “Whether an established market player or an innovative new entrant, we take pride in collaborating with dynamic businesses and disruptors like w’air. Combining our always-on, integrated approach with w’air’s commitment to a more sustainable future, we look forward to joining the team on its mission to reimagine laundry.”