Murray Mound returns - shining a light on UK textile waste for Dr Beckmann
Murray Mound returns - Dr Beckmann
Consumer PR,
Organic social,
Brand campaigns,
Communications strategy
THE PROBLEM
Laundry is an autopilot category, both in how people behave and how brands communicate. With bigger competitors and smaller budgets, Dr. Beckmann needed to outsmart, not outspend - building awareness by breaking familiar habits and showing how the right tool for the right job can extend clothes’ lives, lighten the load on the planet and ease the financial and mental load on consumers.
Textile waste is a huge problem, but no one had broken it down by colour. So, we did. Our research found that white clothing - worn more in summer, especially around Wimbledon - is also the most discarded, largely because of staining and dullness. Brits throw away 440 million white garments every year, enough to create a mound the size of Wimbledon’s famous Murray Mound every single day.
To show the scale of the problem, we reimagined Wimbledon’s Murray Mound as a mound of discarded white clothing, rescued with circular fashion platform, Reskinned. Unveiled on the Southbank on opening day, with Judy Murray helping launch it, the campaign encouraged people to keep whites in play through preventative care. Dr. Beckmann Glowhite showed how the right tool can prevent dulling, tackle stains and extend clothes’ lives. The campaign resulted in a five-minute Sky News segment and coverage across The Daily Telegraph, The Times, Mail Online, Daily Mirror, Daily Express and The Sun.
#1
most successful campaign ever for Dr Beckmann
60%
increase in search interest during the campaign vs. the same period last year
197M
earned media impressions
An irresistible formula
Curious?
Let's chat
© Wonderland Comms 2026