ReThink the way you clean. by Eric on April 8th, 2011

As a student at Wilfrid Laurier University, I had the opportunity this past month to create a marketing plan for one of my classes that would help drive awareness and trial of the iQ brand.

An executive from Planet People came into our lecture and told us about all the benefits of the brand.  Having never heard of it before, I decided to do a little of my own research; scanning hundreds of pages of mommy blogs, eco friendly products, award winning reviews and I never came across a single bad word about the brand!

Why, because it’s not a green washing ploy, just a different approach to cleaning.  The problem is that consumers are very sceptical about spending money on something they are not absolutely positive will do the job, especially as green cleaners tend to have the image of compromising on performance.  I completely understand this because I am one of those consumers.  So, my group began brainstorming on how to tackle this misconception.

We learned how many millions of bottles end up in landfills every year, how much wasted energy is used to produce them and finally, the unnecessary amounts of pollution created by transporting cleaners made of 90% tap water.  Of course this became the central idea of our campaign; getting consumers to re-think the impact that conventional cleaners have on our environment.

Refill the bottle you already have; decrease your impact on the environment, use a product safe for your family while still having the high performance you really want out of a cleaner.  It really is just common sense and I went about convincing my family and friends to try the iQ brand, and with no doubt, they all loved it!

Planet People has revolutionized something so simple into something that can make a huge difference in the way we use and interact with our environment.  We need to realize that every little thing makes a difference and iQ is definitely a step in the right direction.  It was a pleasure working on the iQ brand, helping a company that truly cares about people and the environment and created a product that really is the smarter solution for our future.

Angela Van Roon

School of Business & Economics
Wilfrid Laurier University
BBA Class of 2011

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