Dive Brief:
- Clorox has teamed up with YouTube comedians The Try Guys to market its latest scent of Fresh Step cat litter, according to details the company shared with Marketing Dive.
- Fresh Step with Febreze Freshness with Gain Scent is integrated into the episode "The Try Guys vs. World's Smelliest Foods," which debuted on Aug. 15.
- In the video, the creators open the world's smelliest foods to demonstrate how the cat litter covers the odors.
Dive Insight:
While Clorox has a history of partnering with influencers to promote its consumer packaged goods, this campaign with The Try Guys is the first time the consumer packaged goods giant has done so within its pet brand portfolio.
The latest partnership follows Clorox's Liquid Plumr "Will It Clog?" campaign, which featured a partnership with the unusual gift e-commerce site VAT19. In the video, the VAT19 stars, who count 7.46 million subscribers, poured disgusting items down the sink to clog the drain and used Liquid Plumr to attempt to clean it out. Fresh Step is now similarly tapping YouTube creators to reach new audiences and potential cat litter buyers through humorous videos that are on brand for The Try Guys, who have 7.3 million subscribers.
Clorox began building an influencer advisory council back in January with hundreds of influencers, a move to help the brand understand what kinds of content will resonate with influencers and their audiences, according to Digiday. This approach to collaborative content creation is apparent in the latest campaign with The Try Guys. Clorox's approach to influencer content is to place the product within a "demo-tainment" environment to appear more authentic to the creators' mission and let viewers get a better sense for the product.
