Clorox mobile app pulls entire brand to consumer-friendly positioning

This report from ad:tech/San Francisco describes the development a myStain mobile app by Clorox, the cleaning company, to contemporize the brand and better connect with its consumers, typically busy mothers.

Clorox mobile app pulls entire brand to consumer-friendly positioning

Geoffrey Precourt Warc

The Clorox Co.'s digital reinvention - a transformation that "is changing the brand's DNA… and the way we talk about [marketing] solutions" - began a year-and-a-half ago with a refrigerator magnet.

Amanda Mahan had just arrived from her post as a team leader at a marketing services company to become Creative Director/digital at Clorox. On her first day, as she was clearing out her predecessor's desk, she found a piece of inspiration: a magnet with information about how to get stains out of napkins.

"Recycling...

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