Re-love your floors
Bona
Details
Bona is a Swedish, family-owned company founded in 1919. The company provides products and solutions for cleaning, maintaining and renovating floors, serving professionals and homeowners in more than 70 countries.
Services
Brand Strategy
Brand Architecture
Campaign Concept
Content Creation
Challenge
As requirements around environmental claims has become stricter, brands need to be increasingly precise about how they communicate sustainability. Claims must be clear, specific and substantiated. However, this often also make sustainability communication more functional and rational.
For Bona, this presented both a challenge and an opportunity. The company’s purpose, Prolonging the life of floors, is closely connected to its offering: helping homeowners care for, refresh and renovate the floors they already have.
And the purpose in based in evidence. In 2026, Bona commissioned a life cycle assessment by the Swedish Environmental Research Institute (IVL) which found that renovating wood floors can reduce CO₂ emissions by an average of up to 89% compared to replacement.
However, Bona needed a way to translate this purpose into a global homeowner message that could create an emotional connection without relying on broad or unsubstantiated sustainability claims.
The message also needed to bring Bona’s different homeowner categories together, creating consistency across markets and channels, and giving the brand a stronger role throughout the entire lifetime of a floor.
Solution
Make Thrive began by developing a strategic message hierarchy for Bona’s homeowner communication. The structure connected the corporate purpose, Prolonging the life of floors, with a more emotional and actionable consumer-facing message: Re-love your floors. An overarching brand message for the homeowner audience and a flexible platform for future campaigns and communication.
Inspired by the fashion industry’s idea of pre-loved clothing, the concept reframes floor care as an act of appreciation. Instead of focusing on what is old, worn or in need of maintenance, it celebrates the potential of the floor that is already there. By cleaning, refreshing and renovating it, homeowners can rediscover its qualities and fall in love with it again, and again, and again.
The concept makes a more resource-conscious behaviour emotionally desirable without making sustainability the explicit message. It moves the conversation from environmental claims to something tangible: caring for what you already have and allowing it to shine again.
Bringing the concept to life
To launch the Re-love concept, Make Thrive developed a global campaign consisting of six films where relatable everyday situations are given a playful, quirky twist. Across the films, the floor takes centre stage and Bona becomes the enabler – providing the products, solutions and expertise needed to clean up everyday messes, restore a surface or transform the look and feel of a floor.
The films were developed in multiple lengths and formats to support activation across global markets, channels and stages of the homeowner journey.
Result
Re-love your floors gives Bona a strategic direction that extends beyond the initial campaign. It connects the company’s purpose with its homeowner offering and creates a clear bridge between corporate strategy, consumer communication and sustainable action.
As both an overarching homeowner message and a campaign platform, the concept brings Clean, Refresh and Renovate into one coherent story. It provides Bona’s global organization with a shared framework for communicating across markets while leaving room for different products, needs and moments in the life of a floor.
Most importantly, it shows how sustainability can remain emotionally engaging in a changing regulatory landscape, not by making bigger claims, but by giving people a compelling reason to care for what they already have.
The global campaign will be rolled out during the summer and autumn of 2026.