Clorox conducts Start Clean campaign
By Rob Bale
Clorox Canada has begun a marketing campaign called “Start Clean,” aimed primarily at Chinese and South Asian consumers. Developed by Balmoral Multicultural Marketing, the campaign consists of promotes the company’s Clean-Up Spray and Disinfecting Wipes product lines. It includes online videos in Hinglish, Cantonese and Mandarin. The creative highlights the use of these products as part of a physical and emotional “fresh start.” The campaign concentrates on the Toronto and Vancouver areas and also includes digital ads and social media content.
“Clorox is iconic,” said Donovan D’souza, vice-president and executive creative director at Balmoral. “It’s long been trusted by mainstream consumers to tackle hardcore messes. But among multicultural audiences, people aren’t always as aware, and are often unsure about how or when to use these products. Our approach was to take the drama out of messy situations by depicting Clorox’s Clean-Up spray and Disinfecting Wipes as a powerful go-to solution. Our aim was to demonstrate confidence in Clorox and make everyone more conscious of the value these strong brands deliver.”