Clorox is urging consumers to start clean for their mental and physical wellbeing. The brand is taking a crack at wellness by appealing to young consumers who value destressing in a clean and relaxing environment. In their largest campaign effort in the last five years, Clorox is letting consumers know that “We can start clean – not just with our physical messes, but our emotional messes too.” The brand’s internal research shows “82% of Americans believe cleanliness is required for a clear head, and 68% feel it can help foster a fresh outlook.” To appeal to younger consumers, Clorox’s influencer spokesperson (and TikTok’s cleaning queen) Vanesa Amaro will be sharing her personal “start clean” moments with her 5M+ followers. YPulse research shows #CleanTok is constantly making products go viral and young viewers have an obsession with “satisfying” cleaning content. (The Drum)
