CLIENT
The Clorox Company
Tarang Amin, VP Mktg.- Laundry Home Care
Chris Vickers, Mktg. Dir.
Mary O' Connell, Dir. of Public Relations
AGENCY
Lisa Bennett, Managing Partner- Chief Creative Officer
Stacey Grier, Managing Partner- Chief Strategic Officer
Chad Ackley, Creative Dir.- Art Dir.
Daniel Mabe, Copywriter
Vicki Sanders, Group Account Dir.
Michelle Ehlinger, Account Supervisor
Tribal DDB San Fransico
OMD San Francisco
SUMMARY
As a result of the proliferation of efficacious bathroom cleaners, the mildew remover segment was small and declining. Tilex had to reposition itself as not just mildew remover but a mold and mildew remover. Clorox learned that 100% of homes have a common household mold, and while the target was aware of visible mold in their homes, they did nothing about it. The advertising portrayed mold denial as a universal human reaction, and Tilex was ultimately repositioned as "The Mold Killer." The campaign exceeded all objectives, including increasing household penetration by more than 14% and increasing consumer consumption by more than 26% in the first five months.
