Clorox Bleach: Bleachable Moments

Clorox Bleach, the household product, was declining in penetration within younger US households so needed to establish its relevance to reverse this trend.

Clorox Bleach: Bleachable Moments

DDB San Francisco, Critical Mass

Put a toilet-training toddler and warm bathtub water together and what do you get? Bleachable Moments. Bleachable Moments dramatizes the everyday but extreme moments in life that only Clorox Bleach can solve. It began from an insight that for many new parents there are mishap moments in daily life that they would prefer to erase from their memory – we call them the 3Ps: pee, poop, and puke. These moments are highly relatable, funny (after the fact), relatively germy and share-worthy. These situations celebrate the humor of everyday life and highlight...

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