Clorox urges consumers to ‘Start clean’ for their physical and mental wellbeing

According to Clorox, 82% of Americans believe cleanliness is required for a clear head, and 68% feel it can help foster a fresh outlook. To meet consumers where they’re at, Clorox has introduced ‘Start clean,’ a campaign and tagline that reimagines the act of cleaning as a way to reclaim not only their personal space but a clear mind. As the narrator says in the spot: “We can start clean – not just with our physical messes, but our emotional messes too.”

“Rooted in the brand’s purpose to champion a cleaner world where everyone thrives, Clorox is introducing a new brand platform: ‘Start clean,’” said Stacy Stokes, vice-president of marketing at The Clorox Company. “The last few years have demonstrated that life can get messy, and we’ve seen that consumers are ready for change, both big and small. Start clean is a fresh take on the act of cleaning, emphasizing that it’s more than creating a clean space or disinfecting a surface – it’s about using those moments to inspire fresh starts both physically and emotionally.”

The new creative direction, spearheaded by FCB Chicago, comprises both a minimalist message – ‘Start clean’ – and an aesthetic to emulate the tranquility of a clean space. The brand’s largest effort since ‘Clean is the beginning’ in 2017, ‘Start clean’ also represents Clorox’s current and future brand identity, as all TV spots now include the new tagline as well.

To reach a younger audience, Vanesa Amaro – a Clorox spokesperson and influencer who goes by ‘the queen of cleaning’ on social media – has been enlisted to share her personal ‘Start clean’ moments with her 5 million TikTok followers. In addition, out-of-home (OOH) will be placed in highly-trafficked metropolitan hubs, such as rideshare cars, office buildings, retail screens, subways and airports, while digital will run as targeted ads across social media.

OMD handled paid media; Ketchum orchestrated influencer marketing.

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