Frosch shows: Nothing is as strong as Nature itself!

Pan-European media campaign for the well-known trusted brand from Mainz links quality and ecology

“Frosch. Really green. Really strong.” This slogan headlines the new international communications campaign of the Mainz-based cleaning products manufacturer for the Frosch brand. The message: Ecology and strength are not contradictory at all. Quite the contrary—because Frosch uses the power of Nature, the products too are powerful and qualitatively excellent. Quality encompasses the formulas’ cleaning performance, gentleness to skin, the value preservation of materials and the protection of natural resources.

The centerpiece of the pan-European campaign is a 12-second spot that will be aired on German television channels (ZDF, VOX, RTL). Other communication channels are social media, streaming services and Point-of-Sale. This year the spot will be deployed in Austria, Poland and Spain.

The campaign begins on 23 June 2025, on the very day that the Recyclate Initiative from Werner & Mertz sets a new world record. One billion bottles of 100 percent Post-Consumer Recyclate will have been brought to market by then. The medium-sized enterprise has been an eco pioneer from the start and shows again and again with multiple awards and very good results from Stiftung Warentest that quality and ecology are a perfect combination.

For the first time in Germany, the comic frog Fred in his role as brand ambassador isn’t shown at home in his familiar animated world, but in the real world instead. With help from ultra-modern CGI technology (Computer-Generated Imagery), the films were created completely on the computer with the highest attention to detail. The idea for the campaign was developed in conjunction with the creative agency Scholz & Friends Commerce in Frankfurt. The films were made by the CGI-specialized agency Artbox based in Amsterdam.

In the opening shot the comic figure Fred holds the Frosch logo front and center, making the connection to the brand clear from the beginning. Viewers dive into an intact natural world—both visually and acoustically—and move with the camera as it continuously zooms out of the scene.  Sounds of Nature such as birdsong and rustling leaves enhance the scenery. When the sound of rushing water is heard, the camera follows the course of a poweful mountain stream.

With the words “Because nothing is as strong as Nature,“ the voiceover begins, bolstering the impressive natural scene. The backwards movement of the camera continues and at the next curve in the stream, a whirlpool develops and turns into a bubble. When the camera zooms out, viewers see that Nature has been taken up into the bubble and is combined with several other watery spheres to make up the formulas that energetically clean fabrics in the laundry category and wash glasses in the dishwashing category. The second phase of the film demonstrates the products at work, varying according to the product category advertised.

The camera zooms out once again and settles on the relevant product—Frosch laundry detergent or Frosch dishwasher tabs. Everything the viewers have seen is in Frosch products—plant-based detergents for laundry or tableware—with the strength of Nature.

To emphasize once again the sender of the spot, Fred reappears at the end and holds up the soft towel or the sparkling clean glass.

Besides the 12-second spot, six-second and 20-second versions are available. The long spot shows the brands product variety at the end. After all, the Frosch umbrella brand is not made up of individual categories; it offers, as the voiceover says, “Quality for your entire home”.