Green Works spokes up

HGTV leading lady Sarah Richardson is the first official Canadian spokesperson for the Clorox Green Works line of environmentally friendly cleaning products.

HGTV leading lady Sarah Richardson is the first official Canadian spokesperson for the Clorox Green Works line of environmentally friendly cleaning products.

Richardson’s new spokes-status kicked off last month with a direct mail and print campaign in female-focused magazines such as Today’s Parent, Style at Home and Canadian Living.

The partnership announcement ties in with the launch of Green Works laundry detergent, which Richardson promotes in the creative.

‘We’re really excited to have Sarah on board,’ says Tim Pellerin, VP marketing, Clorox. ‘We’re committed to continue to educate Canadians on how they can effectively and affordably use natural cleaners, and Sarah felt like a natural fit for us to do that, in both her lifestyle and her ability to communicate to Canadians en masse.’

Richardson will be fulfilling her new role with PR efforts, in-store appearances and, in the future, a greater media presence likely involving more mass media and discrete content integration on TV, adds Pellerin.

Creative was led by DDB with support from Sarah Richardson Design Inc. Media was handled by OMD.

www.cloroxgreenworks.com