Introduction Clorox has been associated with high-quality cleaning products for more than a century, creating a legacy that has been passed down through the generations. Clorox launched a strategic strategy to reposition its brand and establish a connection with a new generation after seeing that customer demographics were changing and that there may be a gap in the market for younger parents. The main aim of the Ick Awards campaign was to debunk the idea that Clorox is an outdated cleaning equipment that needs a lot of time and work, and instead showcase it as a vibrant and family-friendly brand. This case study explores Clorox's remarkable transition and shows how the company effectively rebranded to appeal to a younger audience. An in-depth …show more content…
This went beyond just sending out important messages, in order to maximize reach and boost campaign exposure, a smart multi-channel approach was used, with messages being systematically distributed across a variety of social media sites. As an example of real-time marketing, the Clorox Ick Awards improved the interactive experience by allowing parents to collaborate on content creation alongside well-known advertisements. An additional marketing device included in the campaign's external communications was the "icktionary," a dictionary of the most popular and offensive icks. Several humorous expressions and definitions related to common household chores are provided on this page. For example, the term "petrifries" refers to french fries that are a week old and get lodged in a toddler's high chair (Clorox). Parents had access to a public forum where they could provide feedback and contribute to improving the daily aspects of the messages they had to clean. The groundbreaking aspect was the integration of an online marketing awards ceremony where parents actively influenced the narrative in real time, particularly through live Twitter parties under the hashtag #Ickies. In addition to sharing amusing tales from their experiences as parents, these parents helped create the Clorox Ick Awards material. The Twitter retelling of these incidents in real-time, which were divided into prize categories like "Most Epic Mess" and "Showdown Mess," emphasized the positive connections surrounding the funny family jokes. During these acts, improv performers expertly demonstrated the transformative power of Clorox's cleaning solutions, transforming messy scenes into immaculate exhibits of quick thinking and efficacy. The target audience was
Clorox is considered the most powerful brand due to the brand’s long relationship with bleach, since 1913 where $100 were set aside to set up America’s first commercial-scale liquid bleach factory. The notion of marketing that using bleach means clean. For a long time, The Clorox Co. used sponsorships as a platform to connect with consumers and driving sales. This company is now taking marketing strategy to another level. Clorox followed The Coca-Cola Co. by creating an in-house entertaining marketing
existing opportunities and threats, and helps understand market growth and decline. Political The political environment has an influence on business. Political factors need to be considered when viewing the external environment. According to Binstock, “Clorox is voluntarily converting its plants in the United States to safer chemical process in order to protect against disasters and terrorism” ( 2010). More than 200 chemical facilities across the U.S. have converted to safer chemical processes. In the
The Clorox Company purchased Kingsford in 1973. Kingsford became one of the largest product groups within Clorox’s portfolio by 2000. Charcoal also represented a large percentage of Clorox’s revenues and net income. Therefore, a change in growth of the charcoal market would have a significant direct impact on Clorox’s annual sales and net earnings. Since the 1980’s Kingsford enjoyed growth in revenues ranging from a 1-3% increase each year. The charcoal industry had also experienced a steady growth
appropriate for Clorox. The creative elements were intriguing, but not over the top or out of context. Clorox stepped outside the box to produce clever content that resonated with and entertained the target public. I believe that Clorox’s campaign was appropriate because it was on brand and stayed true to the company’s mission that each of its products has a meaningful impact on consumers’ everyday lives. This specific campaign applied creative elements to remind consumers that Clorox can be used throughout
Clorox Company (Clorox) is a company with publicly-traded shares and it has operations in four different sectors; Household, Cleaning, International and Lifestyle. Clorox’s main products include Healthlink, Clorox Healthcare, Green Works and Pine-Sol products among others. In this research paper, a strategic assessment and organizational analysis of Clorox Company is carried out. The organizational analysis covers financial position, industry and competitors, organization situation and strategic
How to Write a Last-minute Essay In high school I was assigned a number of essays to write. With each essay came a lengthy period of time when I was to brainstorm, develop a thesis, piece together an introduction, craft supporting arguments, and deliver an exemplary conclusion. After several attempts at stretching out this process over the allotted time, I discovered that it was to my advantage if I saved the entire project until the last day or two and raced myself against the deadline clock
How to Write a Personal Narrative Essay There is very little mystery to writing the personal narrative essay. There is no proper topic for such an essay. An essay can be about a variety of personal experiences. You, the writer, have the right to say what you want about your personal experience. You can write about anything -- Aunt Sally, the funky necklace you bought at a garage sale, the harrowing experience of being stuck in an elevator, the best Christmas you ever had, the worst day of your
The Dream Woman by Wilkie Collins I have looked at the short story ‘The Dream Woman’ which is about a man who is not very well man and a consultant comes to his neighbouring town to check that he is OK and find out what is wrong with him, which could be quite difficult when they explain that not a lot can be done for this person “I rather think you will find his complaint past all doctoring sir.” The man who was a sleep was called Isaac Scatchhard who wasn’t a very well man and who kept
prejudices disabled citizens must face. Presented in an often humorous fashion, the author opens the reader’s eyes to the cruel ironies of society’s preconceived and inaccurate judgments, and their long reaching effects on his life. Krents begins his essay by pointing out to the reader that he cannot see himself, and thus, often has to depend upon the viewpoints of others. He states: "To date it has not been narcissistic." The average reader may not be aware that the word "narcissistic" means, "Excessively
thought provoking. Composition 1 has helped me learn more about myself and my writing skills, which allowed me to further self-evaluate myself, find where I need improvement and become motivated to change. As we approached the due date for the first essay assignment, the professor asked us to share our introduction paragraph aloud to the class. Since I barely knew any of my peers, I found the aspect of participation terrifying at first. However after becoming familiar with my surroundings and fellow
Reflecting on English 111 My experience into English 111 not only left me anxious, it became a self-revelation. My learning capabilities were challenged because writing did not come natural and the possibility of becoming a prominent writer were going to take a lot of time, effort and hard work. In spite of not knowing what to expect, I entered into this new semester pumped up carrying an “I can do this” attitude and feeling confident. Oh boy was I scared into complete and utter silence on my first
The two essays, “I want a wife” (Brady, 1971) and “Homeless” (Quindlen, n.d.) both resonate with readers on different levels. This essay will compare and contrast the narrative and descriptive essay forms and argue that although “I want a wife” uses humor in an effective narrative style, the imagery used in “Homeless” evokes more powerful feelings in the reader regarding stability and belonging making it a more compelling essay. Judy Brady’s narrative style in “I want a wife” uses sarcasm quite
jobs they would have no income and could be living on the streets. Overall the two essays “No Sweat” and “Low Wage Strong Backs” discusses low wage workers and they talk about working conditions, one focus on both positive and negative effects of low wage work while the other focuses only on the negative effects. The two essays No Sweat and Low Wage Strong Backs talks about workers who get low wages. In the essay No Sweat, “In Uzbekistan, thousands of children must pick 10 to 40 kg of cotton per
currently taking is AP English Language and Composition instructed by Steve Wyrick, and it is unequivocally not elementary. To substantiate my point, Wyrick once had the class work on three concurrent essays, or major papers as he refers to them: Major Paper #2-1, #2-2, and #2-3. Additionally, all three essays had to be no less than two fully typed pages minus their headings. To challenge my fellow peers and me even further, Wyrick currently has us compose what he introduced as the SCTAD: Self-, Course-
personal interaction. Toni Morrison introduces a fisherwoman who she does not know by encountering her personally. This woman is a stranger to her and Morrison breaks down the boundaries of estranging people solely for not knowing who they are in this essay. Since no one else can recollect the existence of the Fisherwoman the actual existence of the fisherwoman is questioned. Despite the fact that this woman may look very similar looking to the individuals captured in Robert Bergman’s photos, Morrison