Not Just Clean. Mom-Clean

Blueland, the brand reimagining everyday home cleaning products with 100% plastic-free cleaning tablets, is stepping into the national spotlight with its first-ever 360 brand campaign, “Mom-Clean.”

“The business milestones we have continued to exceed, alongside sustained and profitable growth, are a testament to the power of Blueland’s commitment to formulating products to the highest parental and environmental standards," said Sarah Paiji Yoo, CEO and Co-Founder of Blueland. "With the launch of our first-ever brand campaign, our goal is to break away from the overly sentimental ‘she gave her all’ version of motherhood that still dominates the category. Blueland started from my own experience becoming a mom and wanting to do what’s best for my children, but the brand has continued to grow beyond that.”

To amplify Blueland’s industry impact, the brand is introducing its first-ever 360 brand campaign on Earth Day—Not just clean. Mom-Clean—that speaks to the higher standard of clean that comes from caring for more than just yourself. At the heart of “Mom-Clean” is a powerful, inclusive idea: “mom” isn’t just a role—it’s a mindset. The campaign was designed to meet the moment: build broad awareness around Blueland’s powerful, 100% plastic-free cleaning tablets and forge a deeper emotional connection with consumers around the idea that when you’re caring for others, clean means more. The campaign highlights Blueland’s hero products—Dishwasher Detergent Tablets, Laundry Detergent Tablets, and Toilet Bowl Cleaner Tablets—each designed to meet the highest environmental and parental standards.

“Too often, the cleaning category reduces moms to tired tropes - overworked, overly cheerful, and solely responsible for keeping things spotless,” said Hannah Chapman, Head of Brand at Blueland. ‘“Mom-Clean’ is for anyone who shows up, protects what matters, and makes thoughtful choices about how they care for their home and the people in it. ‘Mom-Clean’ is a nod to that higher standard we all have and a celebration of all the people who embody it.”

Blueland worked with Gus—named an Ad Age 2024 “Small Agency of the Year”—as its agency partner and production partner Hogwash to bring the campaign to life. The campaign includes a national connected TV and digital video rollout, along with a robust social strategy led by creators who reflect this broader caretaker mindset. Set to an original hip-hop anthem, “Mom-Clean” speaks to the real mindset of caretakers: thoughtful, protective, intentional, and uncompromising in choosing products that are effective, safe, and aligned with their values. Nev Schulman and Laura Perlongo, alongside their kids, as well as content creator and plant-parent, Benji Le (@benji_plant), appear in the hero video and bring the message into new caretaking moments across social media. Creators including: Emily Mariko, Pia Baroncini, Alexis Nikole Nelson, Dan Pelosi, and Bria Jones have also been brought on to support the campaign.

"As a new dad, I saw my wife become the most badass version of herself when we had our daughter,” said Spencer LaVallee, Founding Partner at Gus. “There’s this idea that you lose yourself when you become a caregiver, but I’ve experienced the exact opposite — we became more ourselves, better versions of who we already were. That story is what ‘Mom-Clean’ sets out to celebrate.”

Launched in 2019 by Sarah Paiji Yoo and John Mascari, Blueland was the first company to bring the plastic-free tablet form factor to market across a range of cleaning products that promise no single-use plastic. The brand has sold more than 10.6 million products to more than 1.8 million customers, cementing its position as the world’s leader in plastic-free cleaning concentrates.
To learn more, please visit Blueland’s website or Instagram.