Clorox Bleach: Bleach It Away

This case study describes an online campaign in the US by Clorox, the cleaning products company, to promote its bleach product to younger people.

Clorox Bleach: Bleach It Away

Kathryn Piasta, Alli Sherman and Michelle Babin

Campaign details

Brand owner: The Clorox CompanyAgency: KetchumBrand: Clorox BleachCountry: The United States

Executive summary

Life gets messy. Sometimes really, really messy – with the types of mess only bleach can clean up. As Clorox entered its centennial year, it was clear that many of today's younger consumers who inevitably deal with some of life's messiest moments do not know to reach for bleach. Ketchum and Clorox set out to get a new, younger generation, dubbed 'newly responsibles', reaching for the...

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