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 The main aim of the Ick Awards campaign was to debunk the idea that Clorox is an outdated cleaning equipment that needs a lot of time and work, and instead showcase it as a vibrant and family-friendly brand.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
Popular brands and companies typically rely heavily on brand names to unfairly convince people to buy their specific product, even though another brand would likely work almost the same. In order to do this, those companies use many elements of ethos, but they also attempt to establish the superiority of their brand with logos and pathos. In the commercial, “Colgate Dentist DRTV,” the brand attempts to persuade consumers to buy Colgate Total toothpaste by presenting their name and relatable women, followed by attractive visuals, but ultimately the advertisement fails to provide enough logic to convince a well-informed audience that it truly matters which brand of toothpaste they buy, and that Colgate is better than any
The Clorox Company. (2013, October 3). Clorox Introduces 2020 Strategy to Drive Long-term Growth. Retrieved March 21, 2014, from http://investors.thecloroxcompany.com: http://investors.thecloroxcompany.com/releasedetail.cfm?ReleaseID=794568
Enterococcus faecalis is a genus of gram positive cocci and form short chains or are arranged in pairs. They are nonmotile, facultative anaerobic organisms and can survive in harsh conditions in nature. There are over 15 species of the Enterococcus genus but about 90% of clinical isolates are E. faecalis. E. faecalis is a nosocomial pathogen because it is commonly found in the hospital environment and can cause life-threatening infections in humans. It is a bacterium that normally inhabits the intestinal tract in humans and animals but when found in other body locations it can cause serious infections. The most common sites for E. faecalis infections are the heart, bloodstream, urinary tract, and skin wounds. Due to vancomycin-resistant Enterococci, many antibiotics have been shown ineffective in the treatment. In this paper, I will describe the ecology and pathology of E. faecalis; the antibacterial resistance; treatment; and, what you can do to prevent Enterococcus infection.
Thomas Frank’s book entitled The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism takes a poignant look at the advertising world of the 1950’s and 1960’s, exploring how advertising played a role in shaping the next generation of consumers. Frank points out that he believes many misunderstand how important the key industries of fashion and advertising were to the shaping of our consumer culture, especially in getting Americans to rethink who they were. The industry of advertising was not conforming to the upcoming generation, instead the new consumer generation was conforming to the ideals of the advertising industry. Frank believes that the advertising and fashion industries were changing, but not to conform to the new generation, instead to shape a new generation of consumers.
Another marketing strategy that Clorox is employing is consumer fragmentation. Through consumer fragmentation, the company is able to group its target consumers into groups that can be served with a particular advert or marketing approach. Clorox also intends to increase its brand investment behind superior products and more targeted 3D plans. The company appreciates the influence that media has on the purchasing decisions of consumers, it therefore wants to evolve its demand-creation model of 3Ds in the face of increased fragmentation of retailers and consumers. The three D’s of the model stand for desire, d...
Overall this advertisement effectively uses the elements of color, ethos, pathos, and logos to influence viewers to buy the new Listerine cool mint antiseptic mouthwash. With the use of these elements Listerine helped change the audience’s negative opinion of mouthwash. It encourages viewers to start using mouthwash and tells people that already use mouthwash to never stop. Listerine told viewers to purchase this product because it puts individuals on a path to a stress-free life with fewer dental
In 2013, Clorox had 5,533 million dollars in sales. In 2014, the company reported having a little drop with 5,514 million dollars in sales, however Clorox recovered in 2015 with an increase of 5,655 million dollars in sales. I think their consistency and slight increase is something to be proud of considering our economy is still in a fragile, recovering phase. Clorox has 7,700 employees for the year of 2015, compared to the previous years in 2012 through 2014 where there were 8,400 to 8,200 employees. (Investors, 2016) One of Clorox’s new strategies is creating a spray bottle, which allows consumers to be able to use the product down to the last drop. In most cases the current spray bottles do not allow the tube to reach to small portion of liquid at the bottom. With their SmartTube technology, they consumer will be able to tilt the bottle forward to access the remaining liquid. In addition Clorox is always dedicated to improve their cleaning supplies to help fight against infections. (Innovation, 2016
The aim of this paper is to take an in-depth look at the emotion of disgust, and explore what role (if any) it should play in morality. The issue of what role disgust should have in morality is disputed by advocates and skeptics. In what follows, I will outline this dispute and show the arguments each side makes. Following that, I will take a look into Kelly’s view which takes the skeptical stance, but differs in how he comes to take that stance. Next I will show how Kelly uses his view to disprove the disgust advocates’ arguments. Finally, I will illustrate a promising line of argument that may give hope to the disgust advocates, in light of Kelly’s powerful skeptical stance.
In today’s times, kids all over the world are making different types of slimes to keep themselves entertained. Slime has been around for many years, but recently there has been new ways to make slime at home. Slime can be made using many different ingredients. Some common ingredients used to make slime include; Borax, baking soda, contact lens solution, water, and liquid starch. All of these slime recipes have one ingredient in common, glue. Kids have an array of substances they can add to their slime mixture to create more fun. Additional substances can include food coloring, glitter, Orbeez, small toys, beads, or even confetti. Does decorating slime mixtures increase the consistency of a standard slime mixture? Orbeez can make the slime feel
In the Frontline documentary, “Merchants of Cool” the top marketing experts discuss the teen demographic and new ways to target this seemingly difficult demographic. They are finding that teenagers contain a small amount of brand loyalty, and will consistently change brands to go with the flow of “cool.” Teens are more suspicious and resenting towards the normal marketing concepts, such as commercials, billboards, and radio advertisements, and are slowly catching onto the concept of buzz marketing.
Parents across the nation have struggled with the effectiveness of toilet training. Toilet training is an age old task that does not just consist of making it in time to the restroom, but a complete process of discussion, undressing, eliminating, dressing again, flushing the toilet, and washing ones hands (Brannigan, Cuskelly, and Keen, 2007). With a variety of techniques parents have created their own way of completing the process of toilet training through some form of behavior modification. Behavior modification involves the systematic application of learning principles and techniques to assess and improve individuals’ covert and overt behaviors in order to enhance their daily functioning (Martin and Pear, 2015). While parents create their
Introduction Grouting is a method of injecting a pumpable liquid, suspension, emulsion or mortar called grout. It also consists of more or less pervious material that may be natural which is soil or rock or in other case it consists of man-made material which is mansory or concrete. Grout is usually injected through grout holes. The purpose of grouting is to improve the properties of the material. Increase in stress by means of increasing strength and reducing or increasing its permeability.
Tanner and Raymond (2014) describe branding activity as “strategies that are designed to create an image and position in the consumers’ minds” (c.6). When branding messages coincide with its offerings’ characteristics, it establishes consumer trust, and brand strength. For example, when first introducing Dove brand in 1957, by labeling its product as a “beauty cleansing bar . . . [with] ¼ moisturizing cream, that rinses cleaner than soap” (Unilever, 2016), we can see that marketers associated the brand to moisturizing and beauty, and disassociated the brand from common soap. Over the years, this consistent message coinciding with product performance has strengthened the Dove brand. Strong brand equity is derived from consistent, strategic branding that establishes perceived quality and emotional attachment (Entrepreneur, 2016); therefore, consumers are more likely to pay higher prices, as well as purchase new offerings connected to the
In conclusion, Colgate’s advertisement used Logos, Pathos, and Ethos to reveal to the world that they have the best toothbrush out there. Their advertisement persuades everyone who has teeth to go out and buy their new product which is a toothbrush. The advertisement used Ethos, Logos, and Pathos to persuade viewers to buy their product. Although throughout the years, they’ve extended their products, their sales have gone down
Laundry detergents have had a great impact on the society since it helps our life in keeping ourselves clean, lessens our job or the use of our energy in cleaning our appliances. Laundry detergents have come a long way since the very first bar soaps, made from animal fat and lye, were offered for sale in the 1700s. In the 1950s, homemakers had more options of fabric care since the introduction of synthetic detergents were placed on the market. However; during the 1970s, the most significant innovation in advanced cleaning was made available to clean specific types of stains. Every detergent manufacturer has secret ingredients and mixtures to produce their specific brands of laundry detergent. Many of these ingredients are extracted from plants,