Dive Brief:
- Clorox today (March 11) launched a new brand platform, “Clean Feels Good,” per details shared with Marketing Dive. The effort is rooted in a tie-up with Emotiv for a neuroscience study testing how consumers’ emotional response to cleaning compares to feel-good activities.
- Among the results is the finding that 37% of participants felt better cleaning the toilet than petting puppies. The research comes to life in digital, linear and connected TV spots which showcase reactions from real experiment participants, along with influencer content.
- Clorox will also share content on its social channels including TikTok, YouTube and Instagram. Additionally, the brand released a digital and linear TV spot in February in partnership with NBCUniversal and “The Real Housewives” star Lisa Barlow hinting at the platform.
Dive Insight:
Clorox is highlighting the joy that may come from cleaning with its brand platform, “Clean Feels Good.” The effort is rooted in research by neurotech company Emotiv which found that 43% of study participants felt better cleaning the toilet than listening to their favorite song. Participants also enjoyed wiping coffee rings off the kitchen counter as much as getting their nails done or watching a funny video.
Creative for the brand platform brings the Emotiv research to life. A 90-second “Good vs Good Experiment Explained” video details the effort, including the “Feel-Good Index” used to help measure the results. Additional spots, including six-, 15- and 30-second versions, showcase real reactions from experiment participants and include an end frame that mimics the act of wiping a surface in the same shape as Clorox’s chevron logo.
To begin teasing its latest effort, Clorox teamed with influencers including social media’s self-proclaimed queen of cleaning Vanesa Amaro, Terrence Bradshaw and Uly & Ernesto. Additional partnerships will yield content to come over the coming weeks. In February, the brand also released a playful spot starring Barlow meant to kickstart the debate of what feels good — including whether or not clean could feel better than glam. The spot is live across Bravo, Peacock and social media.
Clorox worked with agencies including FCB Chicago, Ketchum, OMD, TPN and Electro on the campaign. Ads for “Clean Feels Good” will run through June, per details shared with Marketing Dive.
While not as explosive as the gains experienced during the COVID-19 pandemic, demand for household cleaning products is still expected to grow. The global household cleaners market is forecast to generate $41.15 billion in revenue in 2025, led by the United States at $8 billion. The global market for household cleaning products is expected to experience a compound annual growth rate of just over 3% from 2025 to 2029. In the U.S., there’s a growing trend toward eco-friendly cleaners, though chemical-based products still dominate the market.
Still, The Clorox Company is navigating a rocky period for business. The company reported a net sales decrease of 15% to $1.69 billion compared to a 16% net sales increase in the year-ago period, according to its second quarter fiscal year 2025 earnings report. The company attributed the decline to the impact of retail inventory restoration following a major cybersecurity attack in 2023. While Clorox was one of the brands that saw major gains during the pandemic, it also saw declines as consumers began returning to pre-pandemic cleaning habits.
