The POWER of Clorox

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The POWER of Clorox

• By Michele Twiddy

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What is The Clorox Company?

• Home Care Products
• 409
• Liquid Plumr
• Pine Sol
• Tilex
• Laundry Additives
• Clorox Bleach
• Clorox 2

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The Clorox Company continued

• Brita Water Filtration Systems
• Car Care Products
• Armor All
• STP
• Dressings, Sauces, Seasonings
• KC Masterpiece
• Hidden Valley Ranch
• Glad bags, wraps containers

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• Kingsford Charcoal
• Cat Litter
• Fresh Step
• Scoop Away
• Ever Clean
• Green Works
• New line of greener cleaning products
• Burts Bees health products

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Clorox Bleach

• First big product
• Name you can trust
• Abel M. Hamblet, suggested name "chlorine" and
  "sodium hydroxide," the amalgam "Clorox.
• Hamblet also designed the trademark

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A Household Product

• Clorox was initially an industrial cleaner
• Became household product in 1916
• Not an immediate success
• Needed to reach households
• Needed a marketing strategy

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First Marketing Strategy

• Free Samples
• In 1918, The Electro-Alkaline Company, told
  everyone selling the product to give three of
  every four bottles away for FREE!
• Information from the site http//www.thecloroxco
  mpany.com/company/history/history2.html

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Todays Marketing Strategies

• Fliers
• Coupon mailers
• Commercials
• Print advertisements
• Billboards
• Viral word of mouth
• Internet

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What I chose to Analyze

• TV Commercials
• http//www.clorox.com/our_story/media_center/
• Look at several ads
• Notice the use of different languages
• Effective? Why?
• Rides
• EMOTIONAL APPEAL
• DOWNPLAY (opposite of hyperbole)
• Lightning Bolts (Clorox 2)
• EMTIONAL APPEAL
• MAGIC INGREDIENTS
• NAME CALLING
• PLAIN FOLK

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Magazine Ads

• http//cgi.ebay.com/1965-ad-Clorox-laundry-Bleach-
  dirty-boys-people-Subway_W0QQitemZ7145796825QQihZ0
  05QQcategoryZ876QQcmdZViewItem
• PLAIN FOLK
• EMOTIONAL APPEAL
• WORD CHOICE

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On the occasion of World Health Day, we commit
ourselves to liberating our world from the germs
that are everywhere. Clorox. Cleaner world.
Healthier lives. http//adsoftheworld.com/media/p
rint/clorox_germs?size_original
EMOTIONAL APPEAL WORD CHOICE PARALLELISM
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A Magazine Ad from

• http//www.rps.psu.edu/sep98/see.html

REPETITION (whitest whites) WORD CHOICE
EMOTIONAL APPEAL BANDWAGON PLAIN FOLK
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Internet Ad

• http//www.clorox.com/
• Moving mouse allows viewer to peruse different
  products
• On the main page
• EMOTIONAL APPEAL
• PLAIN FOLD
• BANDWAGON
• PARALLELISM (Healthier lives happen in cleaner
  homes. Cleaner homes start with Clorox.)

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Sponsorships
TRANSFER! excellent example of this
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Effective or Not?

• Your job is to collect 7 10 different ads for
  ONE company and analyze their effectiveness . . .
  USE THE TECHNIQUES YOU ALREADY LEARNED TO
  DETERMINE THIS!
• Is it all in a name?
• What about the sound?
• How does Play on Words figure into all this?
• Do extremes make a difference? -- Hyperbole
• Do they really want me to answer that?
• Add it all up . . .
• All of this can be a lot of pun!
• What do they mean by that exactly?!

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Is it all in a name? Is it all in a name?

• Name Quest believes so . . .
• http//www.namequest.com/study8.htm

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What about the sound?

• Rhyme repetition of syllables at end of
  words KitchenAid. For the way its made.
• Chime Keywords in a jphrase begin with identical
  consonants A tradition of trust (Merrill Lynch
  Brokerage)
• Assonance Alliteration Three or more
  repetitions of a vowel or consonant No one knows
  the land like a Navajo (Mazda 4 wheel drive)
• Repetition of words at different places within
  the phrase Early treatment. Early cure. (Gyne
  Lotrimin medicine) Choose to be your most
  beautiful. Salon beautiful. (Salon Selectives
  haircare) Kleenex Ultra. Ultra softness is all
  you feel.
• Parallelism The quality you need. The price you
  want. (Kmart) The protection you need in the
  colors you want. (Sally Hansen nail polish)

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How does play on words figure into all of this?

• Repeating words or phrases in reverse order
• Stops static before static stops you. (Bounce)
• Binary opposites are incorporated into a phrase
• Add Clorox. Subtract dirt.

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Do extremes make a difference?

• Exaggerate
• The best. All the time (S W canned food)
• Underplay, Minimize or understate
• It takes a little more to make a champion.
  (Champion sportswear)
• It just feels right (Mazda)

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Do they really want me to answer that?

• Rhetoric
• Make an assertion
• Dont you have something better to do?
  (Hewlett-Packard plain paper fax)
• Call something into question
• Chances are, youll buy a Ranger for its value,
  economy and quality. Yeah, right.

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Add it all up . . .

• Use of a portion, or any associated element, to
  represent the whole
• Theres a brownies worth of fat in every spoonful
  of Best Foods. (Kraft Mayonnaise)
• Youre looking at 2 slumber parties, 3 midnight
  raids, 5 unexpected guests, 1 late snooze and 1
  superbowl (Hormel frozen food)

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All of this can be a lot of pun!

• Substitution based on underlying resemblance
• Say hello to your childs new bodyguards (Johnson
  Johnson bandaids)
• Substitution based on accidental similarity
• How to make a home run (Whirlpool appliances)
• Nobody knows the athletes foot like Athletes
  Foot
• Verbs taking on different senses
• Its too bad other brands dont pad their shoes
  as much as their prices. (Keds shoes)
• Juxtaposition
• Will bite when cornered (Goodyear tirespicture
  of car splashing up water as it makes a turn)

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What do they mean by that exactly?

• Paradox Self-contradiction, false or impossible
  statement
• For twenty years, the winners at Indy havent
  changed their tires (Goodyear tires)
• Irony statement means the opposite of what is
  said
• We spent years developing this incredibly
  comfortable contact lens, and this is how you
  treat it (Accuvue disposable contacts picture of
  finger flicking away the lens)

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Have Fun!

• Now, analyze your ad campaign.
• Be able to identify the above techniques!