Clorox has taken an innovative experiential approach to promoting Green Works, a new line on plant-based household cleaning products. They hired Reverse Graffiti Artist Paul Curtis (aka Moose) to "paint' the inside of the Broadway Tunnel, which runs through Russian Hill into San Francisco's North Beach neighborhood.
By removing the soot and grime from public spaces to create the outlines of nature, Moose makes a poignant statement about pollution in urban spaces and our reversal of the natural world.
The video is a tiny bit heavy-handed in the product placement, but it still seems like a major departure for Clorox, which is not featured in connection with the project at all.
It must have been a tough internal battle about whether or not to put the Clorox logo on the packaging (it's there in small format). Because while Clorox=clean, bleach does not connote environmentally friendly (Burt's Bees, for example, doesn't carry the Clorox name). Maybe the Clorox brand is there to counter the common skepticism that a green product "actually cleans". Thanks to Laughing Squid.
Misha Cornes
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art, consumer trends, marketing strategy
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Posted by Fred | June 16, 2008 12:25 PM
Posted on June 16, 2008 12:25
Another "green" brand which doesn't bear the Clorox logo is Brita water filters.
Clorox is positioning itself as a newly green company with its purchase of Burt's Bees, development of Green Works cleaners, and Filter For Good campaign. But some of us would like to see them go a little greener with the products they already own.
For example, Clorox owns Brita but has not developed a way to recycle used Brita filter cartridges even though the original Brita company in Europe has been doing it since 1992.
There is a campaign afoot to urge Clorox to develope the same kind of take-back recycling program as already exists in Germany. It's called Take Back The Filter.
http://www.takebackthefilter.org
The campaign includes an online petition, letter writing campaign and filter collection effort. Clorox needs to knowt that consumers want more than green advertising.
Posted by Beth Terry | June 17, 2008 5:28 PM
Posted on June 17, 2008 17:28
What better way to prove that your product clean(ing)? I've heard of this reverse graffiti before, happy to see a it being applied in advertising in a marvellous way. I'm going to borrow this one for my brandactivation.nl newsletter
Posted by Mark Thijssen | June 18, 2008 7:22 AM
Posted on June 18, 2008 07:22