Strategy
The Situation
Clorox is the category leader in cleaning supplies. Many people procrastinate cleaning until they have guests or a special occasion. In general, cleaning doesn’t always seem necessary until something looks dirty. For most people, cleaning is no more than a tedious chore. It’s especially tough (and especially important) for parents living with young kids.
The Problem
Clorox doesn’t stand out from the other cleaning supplies in terms of how enjoyable it is to use.
The Goal
We want to position Clorox wipes as a stress reliever for parents by making cleaning fun for kids.
Creative
CLOROX SURFACES® GAME
How can cleaning be fun? There’s an app for that. Using augmented reality, we’ll turn kids ages 8 and older into cleaning heroes. The app will use innovative technology to identify areas that are most likely to accumulate germs. For example, the game will remind kids to wipe areas other than countertops and tables such as light switches and handles for drawers and cupboards.
