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#ClothesLiveLonger With Vanish Purpose Campaign

It's alarming that every year, New Zealand landfills accumulate 200,000 tonnes of textiles. This highlights the pressing need for sustainable solutions to minimise textile waste and promote recycling initiatives. Vanish stands as a pivotal solution in addressing this challenge.

** Vanish Landfill Shoot featured on Best Ads on TV in 2023 **

The Problem

It’s concerning that we discard over an estimated 220,000 tonnes of textile waste to Aotearoa’s landfills each year.^ What’s more, over four in five Kiwis admit to getting rid of clothing due to stains that cannot be removed or faded color/patterns*. These statistics highlight the need for effective solutions like Vanish to extend the lifespan of our clothes and reduce textile waste. That’s where the idea for the Vanish #LoveforLonger purpose campaign came in. Vanish wanted to play a part in helping to reduce textile waste by highlighting the simple behaviour changes we can all make to reduce this issue.

To enhance employee engagement, we organized a Clothing Swap event during the quarterly sales meeting. Staff members donated clothing and had the opportunity to swap items, promoting camaraderie and sustainability within the team while highlighting our partnership with Dress for Success. All left over clothing was donated to charity partners at the conclusion of the event.

Vanish Landfill Shoot

The Vanish Landfill shoot ingeniously juxtaposed fashionable garments with shots taken in a landfill, effectively highlighting the pressing issue of textile waste in New Zealand. This bold campaign not only garnered attention but also earned Vanish a commendation for Best Ads on TV in 2023. By creatively shedding light on the environmental impact of textile waste, Vanish continues to lead the conversation on sustainability and responsible consumerism.

In store Campaign

As with all campaigns, the success of the #ClothesLiveLonger campaign hinges on its remarkable in-store activations. These activations not only drive sales but also effectively convey the purpose messaging, serving as pivotal touchpoints to engage customers directly.

By leaving a lasting impression that resonates with the brand’s mission and values, these activations ultimately contribute to penetration and sales growth further reinforcing Vanish’s commitment to reducing textile waste.

2023 Results

  • The campaign delivered +22% value sales increase vs 2022 promo.
  • Market share +230bps to highest ever at 70.2% in New World
  • Countdown gained +9% value sales growth and reached 73% market share over the same campaign period, while also growing shopper penetration +247bps.

*Source: Research 2022; YouGov. ArugaNZ x Reckitt Benckiser – Vanish, ^Looking in the Mirror: A review of circularity in the clothing and textiles industry in Aotearoa, by Bernadette Casey and Brian Johnston. ** All data from Nielsen Scan February-March 2021 – 2024