EcobelSpanish company specialized in ecological cleaning products, has announced a strategic collaboration with Belén Esteban As a new brand ambassador. The action is part of a campaign that seeks to connect the values of sustainability, safety and efficacy with homes from a close approach, accessible and full of cultural winks.
“We wanted to talk about sustainability not only from the technical, but from real life.”
The connection capacity that Belén Esteban has with the general public, its direct language and its constant presence in the popular conversation make it a key figure to break the barriers that still exist around the Sustainable products. “We wanted to talk about sustainability not only from the technical, but from real life: the kitchen, the super car, the cleaning routines”explains Elisa Soro, general director of Ecobel. “And we believe that, through this collaboration with Bethlehem, we can make many people approach for the first time to an ecological alternative that is also effective.”
The campaign, which will be deployed in digital media, social networks and large consumption centers such as Carrefour, committed to a audiovisual narrative hybrid that combines domestic situations with fiction and humor elements. With Belén Esteban as the protagonist in real kitchens, supermarket halls or dialogues with “your inner self”, the campaign uses visual codes close to social networks to facilitate the identification of the public and give visibility to sustainable products naturally.
This collaboration adds to the current creative line that Ecobel He develops alongside Ágatha Ruiz de la Prada, who has designed a collection of organic cleaning products for the home that seeks to break the traditional aesthetics of the sector. “When I started collaborating with Ecobel, we knew that the challenge was to demonstrate that the ecological does not have to be boring or difficult to understand”says the designer. “And this campaign with Bethlehem goes one step further: it is a design, functionality and a unique personality that connects with millions of people. It seems to me an intelligent and coherent way of talking about cleaning from a funny optics.”
In the words of the brand, “Ecobel X Belén” It is raised as an environmental education tool that places the conversation in common and accessible spaces, moving away from the usual technical tone in this type of messages.
The campaign also reinforces the company’s strategy to position itself in the Great Consumption channel, consolidating its presence in family and everyday environments where the purchase decision is carried out.
Founded in 1915 in Zaragoza, Ecobel is a family business that, throughout four generations, has evolved from the industrial sector towards domestic consumption, maintaining its commitment to innovation, circular economy and the care of the environment.
With presence in countries such as Spain, France, Italy, Portugal and India, Ecobel has given this 2025 a key step when launching for the first time A line of organic products of home cleaning with design by Ágatha Ruiz de la Prada. Through its alliance with Belén Esteban, the company seeks not only visibility, but also cultural conversion: to transform the perception of the ecological into something understandable and everyday.
