Juntae Kai Delane and guests discuss Clorox's shift to marketing cleaning as self-care. The brand is betting it can move beyond function to emotion, especially after a pandemic that tied cleaning to disease prevention. If it works, Clorox becomes synonymous with wellness, not just disinfection.
Now, by positioning cleaning as an act of self care, Clorox taps into relatable everyday rituals and demonstrates how even practical products can have a profound emotional impact. So what do you think about this execution? Is it bad, bold or brilliant?
I think it's pretty bold to take a cleaning product into emotional. Into emotional space. I think it's a great insight for sure. People, especially probably after pandemic, maybe have a negative perception of certain products or that it's associated with disease. Positioning it as self care, which is so needed in the modern world, may touch more people than just people who love to clean.
That's a great point. I think. I think it, it's. I'll take it even a notch up. I think it's, it's brilliant because of those points that you mentioned. You know, Clorox is a staple brand. You know, I think everyone knows, especially if you have ever cleaned anything in your life, you know about Clorox. Right. And so what else. What other innovative campaign or idea could they have? Right. I think this is a brilliant way to extend their, Their, their, their staple brand into a more innovative way to communicate. And so if, if this was successful and they continue to double down on this, people would start to associate self care with cleanliness and then with cleanliness with Clorox. Right. And so there is something there, which is why I think it's. It's brilliant. I think they can branch off of this campaign in many different ways. So that's one of the reasons why I think it's brilliant there. But I don't know. Richard, what are your thoughts?
I agree. Being OCD myself, I just, I definitely am all about cleansiness altogether especially, I mean,
