• by Fern Siegel , Yesterday

Blueland has launched its first "Mom-Clean" brand campaign.

The company sells eco-friendly 100% plastic-free cleaning tablets for dishwashers, laundry and toilets. It has also formed partnerships with Costco and Target.

Founded in 2019 by new mom Sarah Paiji Yoo, by 2023, sales had exceeded $10 million, gaining visibility via "Shark Tank" and celebrities, such as Kim Kardashian.

Gus did the account's creative work. The campaign includes a national connected TV and digital video rollout, along with a strong social media elements. Nev Schulman and Laura Perlongo, alongside their kids, as well as content creator and plant-parent, Benji Le (@benji_plant), appear in the spot.

The brand has sold more than 10.6 million products to 1.8 million+ customers. It says it is the world’s leader in plastic-free cleaning concentrates.

Sarah Paiji Yoo, CEO/co-founder of Blueland, said: "Our goal is to break away from the overly sentimental ‘she gave her all’ version of motherhood that still dominates the category. Blueland started from my own experience becoming a mom and wanting to do what’s best for my children, but the brand has continued to grow beyond that.”

Gus' client work includes CNN, Vimeo, Back Market and Lemonade.