Sin City-based campaign aims to make brand more relevant with younger consumers
Clorox Liquid Bleach has been a household cleaning staple for nearly 100 years. But in recent years, penetration of Clorox Bleach among those under the age of 35 had dropped to an all time low. To make the brand more relevant with younger consumers, we moved away from the traditional and more functional message of "whiter whites" and launched a campaign called Bleachable Moments. The idea is based on the fact that there are some moments in life that are so uncomfortable, they require not just a physical cleaning, but a psychological cleansing as well. And what is the one place in the world filled with more uncomfortable moments that you want to erase? Las Vegas.
Launched during CES, the "Bleach it Away" Vegas campaign includes 100 taxi toppers and two large interactive billboards (located at the Fashion Mall and Miracle Mile). The interactive billboards feature a variety of cheeky mad-lib style statements where viewers can add in their own bleachable moment, such as "I ____ed my ____ in Vegas" and "I just got ____ed by a ____" . By going to the website bleachitaway.com/vegas, participants will be sent a link where they can view a photo of their response on the billboard and share it with their social networks.
Other elements of the campaign include a limo confessional offering people a free ride in exchange for a story about their wildest, most regrettable Vegas moments, which Clorox will 'bleach' away (bleep out). And Street sweepers on the Strip sporting the "Bleach it Away" tagline and url.
Agency: DDB West
Client: The Clorox Company
VP of Marketing: Heidi Dorosin
Chief Creative Officer: Lisa Bennett
Chief Strategic Officer: Stacey Grier
Group Creative Director: Chad Ackley
Creative Director: Jim Bosiljevac
ACD/Copywriter: Billy Leyhe
ACD/Art Director: Kelly McCullough
Director of Content Production: Frank Brooks
Senior Producer: Jason Wertheimer
Print Producer: Agnes Arceo
Group Account Director: Rebecca Hines
Account Supervisor: Jessica Viltman
Account Executive: Sarah Clark
Production Company: LocaModa