Green Works is out to prove that its plant-based cleaners are equipped to handle even the most-extreme messes.

The launch of the Clorox-owned brand’s new “Green Works Works” platform repositions the natural cleaning line around performance, tackling what it calls a “consumer tension” between eco-friendly formulations and cleaning power.

In an attempt to prove its point, FCB Toronto and Green Works staged a “torture test” that saw real pigs taking up residence in in real homes to display just how much muck its products can clean up and make the messes of mere humans look comparatively minor. Green Works promotes its products as 97% naturally derived and environmentally friendly while still serving as effective cleaning agents for a variety of occasions and facilities.

“We know consumers today are looking for products with naturally derived cleaning ingredients, but they aren’t willing to sacrifice performance,” Kate Dinham, marketing director for cleaning at Clorox Canada, said in a release provided to strategy. “So, with the natural cleaning category gaining momentum, our ‘Green Works Works’ campaign re-positions the brand by addressing the consumer tension proving that naturally derived cleaning ingredients can deliver on cleaning performance.”

Building on the brand’s sustainability heritage, the new creative platform is described as a bold evolution by the brand as it leans into humour and relatability in an attempt to reach a broader audience of eco-conscious shoppers who value both sustainability and efficacy.

“Everyone’s lived with pigs at some point in their lives, whether it’s roommates, kids or partners,” said Coleman Mallery, ACD for FCB Toronto. “So, if Green Works can handle the mess from actual pigs, just imagine how well it can clean up after the other ‘pigs’ you know.”

The “Green Works Works” campaign spans social, online video, in-store displays and influencer partnerships, with OMD handling media and Devon Communications managing PR.