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2025

SKIPPER

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THE BRIEF

Skipper didn't just want to launch another eco-friendly cleaning product; they wanted to disrupt the category's beige status quo. The goal was to introduce their new plastic-free dish tabs to the Australian market with a bang. The challenge? Making "dish detergent" as culturally relevant and engaging as a lifestyle brand, while staying true to Skipper’s mission of eliminating unnecessary waste.

THE STRATEGY: 'BETTER NAKED'

Sustainability messaging often leans into "guilt-tripping" or "scientific dry-ness." At SLATE, we flipped the script. We focused on the product's USP—the absence of PVA plastic coating—and turned it into a cheeky, bold, and human-centric narrative: Better Naked.

‍By leaning into the "naked" truth of the product, we created a double entendre that allowed for high-energy, humorous content that stood out in a saturated social feed.

THE FACE: LUCINDA LIGHT

To bring 'Better Naked' to life, we partnered with Australian icon and MAFS breakout star, Lucinda Light. Lucinda’s brand is built on radical authenticity, vulnerability, and a "kooky-yet-sophisticated" energy. Her involvement wasn't just about reach; it was about resonance.

She perfectly embodied the "naked" philosophy—unfiltered, raw, and unapologetically herself—bridging the gap between eco-conscious living and mainstream entertainment.

THE EXECUTION

SLATE led the creative direction and production of the hero campaign assets, including the high-impact video content featured on Instagram.

  • The Hero Film: A vibrant, fast-paced ad featuring Lucinda in her element—bringing her signature warmth and "earthy spiritual" wit to the mundane task of doing the dishes.
  • Social-First Aesthetic: Designed specifically for IG and TikTok, the content utilized high-production value mixed with native-style energy to ensure the 'Better Naked' tagline felt like a movement, not just a marketing slogan.
  • Integrated Launch: The campaign was synchronized across SLATE and Skipper’s platforms to maximize cross-pollination between the creative agency's industry audience and Skipper’s consumer base.

THE RESULTS

  • Market Penetration: Successfully established Skipper as a bold newcomer in the dish tab category.
  • High Engagement: The collaboration with Lucinda Light drove significant organic reach, with the 'Better Naked' concept sparking conversation around plastic-free alternatives without the "green-washing" fatigue.
  • Brand Alignment: Solidified Skipper’s positioning as the "cool, honest" choice for the modern, conscious consumer.
SLATE PERSPECTIVE

"We don't do boring. Bringing Lucinda and Skipper together was a masterclass in alignment. We took a 'boring' household essential and gave it a personality that people actually wanted to invite into their homes. Naked is better, and the results proved it."

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At SLATE Media, we partner with ambitious Brisbane businesses to deliver strategic web design, brand design, and creative production that drives real growth. From high-performing websites to distinctive brand systems and standout content, we help brands cut through and convert. If you’re looking for a creative agency in Brisbane that blends strategy, design, and execution — let’s talk.
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