Reaching parents in real time: The Clorox Ick Awards

Stephen Whiteside

This paper discusses how Clorox, a company which makes a variety of cleaning products and supplies, aimed to engage digitally-savvy parents via real-time marketing.

Reaching parents in real time: The Clorox Ick Awards

Stephen WhitesideWarc

As any parent knows, it only takes a second for a family dinner to descend into a riot of spilled drinks and discarded food, or for dirty hand prints to appear on a freshly-laundered white shirt.

Rather than promising to provide domestic bliss, Clorox – which makes products ranging from disinfecting wipes and bleach pens to multi-purpose stain removers – decided it wanted to celebrate the mess and mayhem that inevitably comes with raising children. And just as hours of cleaning can instantly be undone by a muddy...

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