Editor’s Note: Rita Gorenberg, PR & Social Media Manager, The Clorox Company and Leslie Schrader, Partner, Ketchum are presenting Don’t Cry Over Ick: Laugh It Up With Clorox, a PRSA Silver Anvil Case Study at the PRSA 2014 International Conference on Sunday, Oct. 12, from 4:45–6 p.m. The following is a guest post previewing their session.
For 100 years, Clorox attacked stains and messes so consumers can live by the mantra, “Now you see it, now you don’t.” But as Clorox entered its Centennial year, today’s consumers weren’t cleaning like their parents (or grandparents) and saw Clorox as the brand of the older generation. Younger consumers would rather enjoy life than spend hours ridding it of filth. Many of them didn’t understand how products like bleach and Clorox® Disinfecting Wipes could help them spend less time cleaning and more time living.
To make the Clorox brand and line of products relevant to today’s new generation of cleaners, dubbed “Newly Responsibles,” we started with research to identify opportunities. During the session, we will share our findings, but overall research showed us that young parents aren’t afraid to talk online about life’s messy moments. What isn’t talked about is how to clean up those messes so they can be laughed at later. This insight revealed an opportunity for Clorox: Join the national conversation about messy moments, insert Clorox products as solutions and make it fun.