ECOS
Client: ECOS
Sector: Consumer Products, Sustainability, Crisis Communications
Project: Strategic PR repositioning during the COVID-19 crisis
🔹 The Challenge
In March 2020, ECOS—a 50+ year-old leader in green cleaning products—faced an unusual communications dilemma. As the pandemic hit, demand for cleaning supplies surged, but so did media sensitivity. The press cycle turned somber and high-stakes, and traditional product PR felt tone-deaf. ECOS needed to stay visible and relevant—without appearing opportunistic.
🔹 The Strategy
I led a rapid repositioning effort, shifting the focus from product marketing to executive visibility, crisis communications, and public health relevance. I launched a real-time media intelligence system to monitor tone shifts, consumer sentiment, and peer activity across the industry.
Working closely with ECOS leadership, I shaped messaging around two core narratives:
How to clean safely without harmful chemicals
How ECOS’s sustainable business practices allowed them to meet unprecedented demand and support frontline needs
We prioritized thought leadership, media education, and live dialogue over product promotion—positioning ECOS not just as a cleaning brand, but as a responsible, resilient company navigating crisis with care and competence.
🔹 The Outcome
ECOS became a leading voice in the pandemic-era cleaning conversation
Executive team featured in Forbes and Marketplace for operational strength and values-based leadership
Reframed the brand from a legacy green cleaner to a trusted guide during a time of public health crisis
Helped ECOS elevate its credibility and leadership while staying true to its core mission
