Brand Promise: To champion a cleaner world where people thrive.

Problem: People see cleaning as a menial and thankless chore.

Insight: Cleaning is important because it has a transformational power, but what’s really important is all the magic that comes after the clean. A world full of energy, life and fun.

Solution: Our new strategy promised that clean is the beginning of something bigger and better. Digitally, we delivered on that promise with the new Clorox.com which we positioned as the only place that people think to go when they have to clean up life's messes. Our priority was to go in mobile-first since research showed that it's the go to platform when life hands you tough spills. Our strategy paid off with a +36% increase in mobile traffic to our new how-to pages and over 22% more time spent on the site.