Clorox Bleach: Bleach It Away
Kathryn Piasta, Alli Sherman and Michelle Babin
Brand owner: The Clorox Company
Brand: Clorox Bleach
Country: The United States
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 iconic bottle to clean up their mess – literally and figuratively. Enter Bleachable Moments, a frank and funny programme highlighting life's 'OMG Eww' moments that only bleach can solve, which engaged these newly responsibles with informative and authentic content worthy of sharing.