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...