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Clorox Bleach is a 100-year-old brand that was losing relevance with each passing generation. The “Bleachable Moments” idea was inspired by those instances in life that are so uncomfortable they not only require a thorough physical cleaning, but a psychological cleansing as well.
The campaign was awarded two CLIO's, an AME award and a Gold OBIE. It helped reverse negative trends by shifting brand perception amongst a new user which in turn increased purchase intent, advertising ROI, and grew the category.
Clorox Bleach, a 100+ year old brand, was losing relevance with each passing generation. The “Bleachable Moments” campaign was inspired by those instances in life that are so uncomfortable, they not only require a thorough physical cleaning, but a psychological cleansing as well. We launched the campaign with TV, OOH, online advertising, social and an interactive event in Las Vegas during CES.
The campaign helped reverse negative trends by shifting brand perception amongst Millennials which in turn increased purchase intent, advertising ROI, and grew the category. Online conversation about Clorox Bleach increased 38% and the campaign has had nearly 13 million social media impressions, 2,500 hashtag mentions, 35 influencer blog posts, and 21,670 story submissions. The launch campaign received two Clio Awards, an AME award, Gold OBIE and went on to win multiple awards including Cannes Lions in the years that followed.