Clorox Co. will amplify its mobile presence with the fall launch of a new iPhone application that answers curiosity on the ingredients that comprise its products.

The debut of the Clorox Ingredients Inside app in September or October comes more than a year after Clorox introduced its myStain app for iPhone, iPod and Android devices. The first app offered stain-removal tips, and the new tool will let consumers scan a Clorox product?s UPC code for ingredient information.

?Our goal with this app is to provide content for our customers in a relevant way, and we see this as the next logical step,? said Aileen Zerrudo, director of corporate communications at Clorox, Oakland, CA.

Clorox is a manufacturer and marketer of consumer products, with brands including Clorox bleach and cleaning products, Green Works home care products, Hidden Valley dressings and Burt?s Bees personal care items.

PC on UPC

With the new app, users will be able to scan bar codes on Clorox cleaning, disinfecting and laundry products to learn which ingredients are used.

After scanning the code, the app will direct consumers to Clorox?s mobile site.

?The app is basically taking the content that we are already using with consumers on our Web site and make it more accessible through mobile,? Ms. Zerrudo said.

?Our consumer does their research on our products before purchasing and, with all the new digital tools, they?re doing it in new ways,? she said.

?Therefore, our job is to deliver content to them in relevant ways, whether it?s through mobile or our Web site."

Clorox?s mobile strategy seems tiered, each time striving to build a better relationship with the end consumer.

The myStain app shows consumers that Clorox understands the embarrassment that comes with life's little, or bottle-sized, mishaps and that the brand is there to help.

MyStain makes the Clorox brand's stain removal expertise more accessible to consumers.

The myStain app lets consumers search for quick, step-by-step cleaning instructions from Dr. Laundry.

The app includes an interactive game in which people can spin a wheel of stains and life situations to get funny stain-removal tips for all occasions.

There is also a version available on the Clorox2 Web site at http://www.clorox2.com/mystain.

The app targets moms, who are known to be on the go and searching for stain-removal tips.

Many of Clorox?s tips have light-hearted copy that demonstrates that the company does not take itself too seriously and it can have fun with stain-removal tips.

Users of the app can also share stain-removal tips with their friends on Facebook, through a "Post Tip" feature.

Secret Sauce
Clorox also participates in mobile marketing.

Clorox-owned KC Masterpiece Barbeque Sauce and Kingsford Charcoal ran a mobile campaign in 2009 at the Keith Urban World Tour and 530,000 people participated.

Clorox agency George P. Johnson integrated mobile into a national promotion to win a backyard barbeque with singer Keith Urban by incorporating in-venue activities such as text-to-win seat upgrades and calls to action to enter by texting a keyword.

About a half-million consumers entered the national "Me, You & A BBQ" sweepstakes, which was one of the largest Clorox has ever experienced for a promotion of this kind.

Thirty-two percent of unique participants in the collective Keith Urban tour mobile campaigns opted-in to his mobile fan list. Around 555,000 mobile connections were made throughout the Keith Urban tour across the collective Mozes mobile campaigns he ran while on tour.

Clorox provisioned a Keith Urban voice line on the Mozes platform where the artist himself encouraged fans to leave him messages about their favorite summer memories.

There was also an in-venue text-to-screen, allowing fans to send their personal messages of love and support to Mr. Urban on-screen.

In the box
The new app correlates with the company?s Inside Ingredient program that began in February to be upfront and clear with consumers about what ingredients are used in Clorox products.

?We noticed our consumers taking their shopping to a new level with wanting to know exactly what went into our products,? said Ms. Zerrudo.

?There has definitely been a change in consumer insights and lifestyle in the past few years, and we wanted to be upfront and clear about what exactly went into our products,? she said.

With the program, consumers are able to identify information on preservatives, dyes and fragrances in Clorox products, all of which will be available to consumers on their mobile devices in the fall.

?We understand that the usage of mobility is growing, and with this iPhone app, we?re hoping our consumers can still get the information they need while they?re on the go,? Ms. Zerrudo said.