The Clorox Company’s new social media strategy is leaning into young people’s “unhinged humor.” Pine-Sol and Brita have been posting playful, “unhinged” content to their TikTok accounts to attract Gen Z and Millennial consumers, mirroring the viral success of brands like Duolingo and Nutter Butter. Pine-Sol first tested funky, neon-colored graphic designs on their page six months ago, aiming to move away from paid ads and participate in more organic trend content. The goal is, of course, to ignite “consumer obsession” like that of other infamous brands, who might not be constantly talked about if not for their social presence. One of Pine-Sol’s most popular videos has turned into their catchphrase, “oh em gee da Pine,” and is now the brand’s TikTok profile picture, too. Brita had one TikTok go semi-viral (450K views) for an autotuned song with the lyrics “If yo man doesn’t refill yo Brita, it’s time for divorce.” (AdAge)
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