Clorox Educates, Encourages Trial
BRAND: Clorox Co.
KEY INSIGHT: A new bleach formula offers various benefits consumers need to know about, including keeping clothes whiter for longer and being able to clean better.
ACTIVATION: A campaign introduced the Cloromax technology through a digital/social initiative as well as e-commerce and in-store activations.
Digital, social and in-store campaign debuts new bleach formula
Oakland, Calif. — After the Clorox Co. upgraded its bleach in 2017, it set out to capture the attention of current bleach buyers to ensure they understood the product’s multiple benefits. The manufacturer positioned its Clorox regular bleach – now with Cloromax technology – as keeping clothes whiter for longer than its previous product and being better able to clean and protect surfaces.
The campaign strategy had to be 360 degrees in nature to raise awareness of the bleach’s new benefits, says Gabriele Amtmann, Clorox associate brand director. “We had messaging across all key touchpoints, specifically leading to in-store activation at shelf to complete the final sale. The creative focused on demonstrating the new benefits in a fun and memorable way.”
The campaign, which spanned September 2017 through January, included a digital and social initiative called “What the Mess?!,” a game show that takes a fun spin on the benefits of Cloromax. Also included in the campaign were public relations outreach, influencer engagement, interactive banners and demo videos. The goal was to demonstrate how the new product could be used to clean up a mess.
Clorox partnered with actor Alfonso Ribeiro to host the queso and guacamole-filled game show challenge celebrating Taco Tuesday. Consumers watched a video of the challenge on Clorox’s Facebook account as competitors and YouTube stars Penn Holdnerness and Nia Rader played games such as “Taco Tower” and “Topping Toss” that put the power of Cloromax to the test.
The company also developed video assets that it shares across social media and continues to promote on various occasions such as #NationalTacoDay, #NationalNachoDay, #NationalCheeseLoversDay and #NationalTortillaChipDay.
Out-of-store campaign elements encouraged consumers to try the new Clorox bleach with Cloromax, driving them to Clorox.com for more information and various retail websites (including Walmart.com) for immediate purchase.
The in-store campaign featured SmartSource shelf talkers, endcap displays at various retailers, enhanced content on retailer websites and coupons (both digital and physical) to drive shoppers to stores. The messaging focused on making consumers aware of the new benefits that make the bleach they know even better.
All in-store and e-commerce activations tied in to the broader marketing campaign by showcasing the new benefits of Cloromax as well as the various types of stains and messes it can clean. In-store, the main objective was to communicate the new benefits to current bleach buyers and entice non-bleach buyers to try using the improved bleach for the added protection.
Partners in the campaign included public relations firm Ketchum, New York; Foote, Cone & Belding, Chicago; OMD Worldwide, New York; digital agency AKQA, San Francisco; marketing agency TPN, Dallas; News America Marketing, New York; and digital promotions and advertising solution provider Quotient, Mountain View, California.
In addition to sales metrics, Clorox looked at the level of consumer understanding and awareness of the new benefits, along with overall impressions and engagement, Amtmann says.