Clorox’s new brand purpose campaign launched this week, making its debut along with the season premiere of The Voice on NBC. The message: “Clorox believes clean is more than getting rid of dirt and germs. It’s also about celebrating what happens after. Clean is the beginning. And then comes pride, memory, hope… What comes next is everything.”
Clean is the beginning.
What comes next is everything. pic.twitter.com/TQZeF3bEpU
— Clorox (@Clorox) September 25, 2017
The campaign moves through cleaning emergencies to the symbolic rebirth of a newborn baby delivered to its parent’s open arms:
“The money for us, the returns, are online, and we feel really good about where we are with our investments in marketing on digital and social,” Clorox CEO Benno Dorer told CNBC’s Jim Cramer.
— The Clorox Company (@CloroxCo) September 27, 2017
Beyond its broadcast debut, the new campaign, from FCB, will run in cinemas and across digital and social platforms and Hyder told us the brand is also focused on the burgeoning addressable TV front, which eMarketer projects will be a $1.26 billion business this year, doubling to $3.04 billion by 2019.
“We continue to be really interested in this space given its evolution and growing household penetration,” Chris Hyder, Vice President of Marketing and General Manager for The Clorox Company, told brandchannel. “Right now we’re focused on testing to better understand the right mix of addressable within our plans.”
Below, find more insights from Hyder on turning Clorox into a purpose-driven brand in our latest Q&A:
Chris, why does it make sense to highlight purpose and play up emotional benefits over product benefits?
Clorox is the most trusted brand for powerful cleaning. We help keep families and homes healthy and have been for more than 100 years. Our new purpose—championing a cleaner world where people thrive—builds on this heritage. We see an opportunity to establish a higher purpose and more emotional connection with our consumers.
Can you spell out the new brand purpose?
We believe that cleaning matters. Clean isn’t the opposite of dirty—it is the start of new possibilities. Whether it is a clean space to work, a germ-free table to feed your family, fresh sheets to sleep or pure water to drink, ‘clean’ creates the environments where we thrive as healthier and more vibrant version of ourselves.
With our new purpose—championing a cleaner world where people thrive—Clorox aims to shift the perception of cleaning from getting rid of dirt and mess to the start of new possibilities. Clean is an idea. It is possibility and potential. It is a new beginning. Clean isn’t just the opposite of dirty, it is the start of something new. We are elevating from a chore to more – from a task to a canvas for what comes next.
Who is the target audience?
Our target for this campaign is everyone. Clorox is in more homes than Coca-Cola or Tide, and we want to show the world that cleaning matters.
Most consumers see Clorox and cleaning in a functional way – getting the place from dirty to clean in the most efficient and effective way. Most see it simply as a mundane task. Yet there are proven emotional, psychological and societal benefits of clean that are often under-appreciated.
Why did you choose to launch on NBC’s The Voice?
We wanted to launch the brand film during a fall TV premiere and generate broad reach within the right context. The Voice is so compelling because it highlights emotional stories of real people and is all about the start of new possibilities. This made it a great fit and opportunity to introduce our new brand purpose message.
How else are you promoting this campaign? Is this, indeed, just the beginning for the brand?
In addition to TV, the brand film will extend to cinema, running in theaters before the movie Coco; digital, where we are natively seeding the brand film across programmatic and social; and owned channels. And yes, the brand film is just the beginning. We want people to experience the transformative power of clean, and you can expect to see more human storytelling and events from Clorox in 2018.
Get more insights in our Q&A series and suggest a Q&A via firstname.lastname@example.org.
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