ECOVER – Too Good to Waste

What we have done

waste as opportunity instead of problem

Ecover is focused on the disposable society, by introducing washing up liquid made with waste ingredients. The cleaning pioneer has been striving to reduce plastic for the past 40 years and started the conversation about bottle deposit in Belgium in 2018 – encouraging other organisations to change their perspective on waste. Therefore, they started a collaboration with the world’s largest brewery, AB InBev. The result? An innovative washing up liquid, ‘Too Good to Waste’, which formula includes at least 25% waste ingredients from the beer brewing process. This cutting-edge product, in a bottle made of 100% recycled plastic, is produced in Ecover’s Zero Waste certified factory in Malle. And this is only the start, because the company is currently experimenting in product development with CO2 waste ingredients.  

Nature, with a closed ecosystem where no raw material goes to waste, inspired Ecover to view waste as an opportunity instead of a problem. The company believes in a future where we don’t discard anything and use all materials to create new products. In a world where unnecessary products and raw materials are wasted on a daily basis, Ecover keeps challenging itself. The mission? A ‘Clean World’ revolution. 

approach Blyde

Focusing on sustainability message and looking to the future, press launch Too Good to Waste towards corporate and lifestyle media. Organising Waste Hackathon to let innovative thinkers and doers work together on innovations in the reuse of waste streams. Influencer activation – call NO TIME TO WASTE. No Waste press mailing (on request) – product knotted in organic tea towel with call to action, packed in 100% compostable packaging and CO2 neutral shipment. Result: 120 publications. Potential stacked reach free publicity: over 41 million. Media value publication: 815K.  

Sustainable Development Goals (SDGs)


Responsible consumption and production

Establish sustainable management and efficient usage of natural resources. Taking the growing world population into account, the production of our goods should be much more useful: ‘produce more using less’.


Climate Action

Take urgent action to combat climate change and its impacts. Every land, on every continent, has to deal with climate change. Global warming already influences daily life and the earnings of millions of people worldwide, and will only increase its influence in the future. 


Partnerships for the goals

Strengthen the means of implementation and revitalise the global partnership for sustainable development. “The Sustainable Development Goals are a to-do list or people and planet, and a blueprint for success”, said UN Secretary-General Ban Ki-moon at the launch of the SDGs. “We will also require a new global partnership”, according to Ban Ki-moon. “We need action from everyone, everywhere. Seventeen sustainable development goals are our guide”. 


A selection of the free publicity we generated in Belgium for the introduction of Too Good To Waste:  

Het Laatste Nieuws, 9 October 2019.
Metro, 8 October 2019.
De Tijd, 8 October 2019.
Nieuwsblad, 8 October 2019., 8 October 2019.
Check! – Het Nieuwsblad, 25 January 2020 (Print).