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Clorox Liquid Bleach
Bleachable Moments

RAN IN: United States

CLIENT
The Clorox Company

Heidi Dorosin - VP, Mktg.
Rita Gorenberg - PR Manager
Pam Griffin - Group Media Manager
Mara McCune - Mktg. Manager

AGENCY
DDB California *Lead Agency

Jim Bosiljevac - Group Creative Director
Rebecca Hines - Group Acct. Director
Kelly McCullough - Assoc. Creative Director
Jessica Viltman - Acct. Supervisor
Jason Wertheimer - Director, Interactive Production


OMD

Kara Rozek - Assoc. Media Director


Ketchum


SUMMARY

Clorox Liquid Bleach has been a household cleaning staple for nearly 100 years, but on the eve of its second hundred years it was in decline, driving down the entire bleach category. To reverse the negative trends, Clorox Bleach's strategy centered on making bleach relevant to a new generation of user. By shifting brand perception among a new user Clorox was able to increase purchase intent, advertising ROI, and grow the category.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Interactive,Consumer Involvement,PR

Audience: Families,Fathers,Mothers,New Audience,Women,Young Men (20-35),Young Women (20-35)

Objectives: Brand relaunch, reposition

Type: Business-to-Consumer

Classification: National

Language: English