The 10 Group appointed to launch sustainable laundry disruptor, w’air

Pilot Lite has appointed integrated marketing and communications agency The 10 Group to launch w’air – a sustainable clothing care disruptor – across social, PR and content following a competitive pitch.

w’air, the simple, hand-held device that uses pioneering hydrodynamic technology to clean clothes in an easier, more effective, eco-friendly way, will formally launch in May, supported by a 360 integrated campaign and pre-launch activity spearheaded by 10.

As the brand’s first agency of record, The 10 Group has been tasked with positioning w’air as a disruptive player in the sustainable clothing care market across both business and consumer audiences. This will include launch strategy and execution, creative content development and rollout, influencer campaigning and media relations.

Having identified that 90% of the items that go into the washing machine do not need to[1], the launch of w’air represents the emergence of a new category of sustainable clothing care. Tapping into the growing awareness and demand for sustainable consumption choices, the multi-purpose device provides an environmentally-friendly, time and energy saving alternative to traditional laundry options, marking a significant shift away from the current market.

Jonny Hewlett, Start-Up CEO and Venture Lead at Pilot Lite says:

“To launch a brand that reimagines the laundry category, it was crucial that our agency partners embody that same innovative, intelligent thinking in their approach. In The 10 Group we have found just that – and their unique blend of experience across content, communications and commerciality positions them perfectly to support us in the launch of w’air.”

Elaine Stern, CEO, The 10 Group says:

“Whether an established market player or an innovative new entrant, we take pride in collaborating with dynamic businesses and disruptors like w’air. Combining our always-on, integrated approach with w’air’s commitment to a more sustainable future, we look forward to joining the team on its mission to reimagine laundry.”

The 10 Group creates award-winning integrated campaigns that position our clients as disruptive, transformative and creative. Combining everything from strategy and content to comms and social, our integrated approach to marketing achieves cut through in an ever-changing digital world.

As a team of TV execs, journalists and social experts, we understand what makes a good story. Combining our expertise in digital marketing, communications and production, we ensure that our clients’ stories reach target audiences across owned, earned and paid platforms.

w’air is re-imagining laundry. By recognising that 90% of items that typically go into the washing machine do not need to go through that time-consuming and environmentally unfriendly process, w’air makes cleaning clothes quicker, easier and greener.

Using pioneering hydrodynamic technology, w’air effortlessly removes stains from all sorts of fabrics, deep cleans delicates or simply refreshes clothes between washes allowing you to spend less time doing the laundry and more time doing the things you love.

w’air is a Pilot Lite company. Pilot Lite is a pioneer and international leader in venture management with a successful track record helping Fortune 500/FTSE 100 corporates accelerate the commercialization of innovation. Through its Pilot Lite Capital arm, Pilot Lite directly invests in and converts corporate IP into free-standing, revenue-generating businesses. In 2020, Pilot Lite co-founded Pulpex Limited, a sustainable packaging company producing a paper bottle for the spirits, beverage and CPG industries.