Clorox is adapting its spring cleaning campaign to a multicultural audience.
The CPG’s latest brand work features relatable household moments, like kids playing ping pong and cricket, and is aimed at Cantonese, Mandarin and Hindi/Hinglish consumers. The spots hero four popular household SKUs, including Clorox Clean-Up spray.
The strategy is to be simple and straightforward, focusing on everyday moments and showing the breadth and depth of the Clorox portfolio, says Anne-Sophie Droeshout, the company’s brand manager.
The campaign builds on this spring’s “Starting Clean” work, which was an American campaign brought to Canada and aimed at general audiences.
“Our strategy is really based on knowing that clean matters, and scientific studies link clean living spaces with real life benefits. We worked very closely with [agency partner] Balmoral to showcase those different everyday messes that are relevant,” Droeshout says.
Longstanding partner Balmoral, with which the CPG has been associated for a decade, also handled the media buy. Previously, the shop also handled a large multicultural outreach campaign for Clorox’s Brita brand in 2023.
Right now, “Start Clean with the Power of Clorox” is digitally led, but it has CTV, OLV and layers in influencer partnership, which are important for the target consumer.
“In the future, we do see it coming to life in shopper marketing in store, and we are working on this internally right now,” Droeshout says.
The timing of the work is around resumption of back-to-school habits, which is a big moment for the target, especially with the germs going around schools.
“At this moment in time, we saw an opportunity for growth for the South Asian and Chinese-Canadian community in Canada,” Droeshout says. “We are also leaning into the fall cleaning time of year, with more family occasions like Thanksgiving and Diwali…and a lot of need for clean spaces.”
This is one of the bigger campaigns Clorox has run for this audience.
“We’re looking to blow this out in the coming year,” she says.
