Clorox disinfecting wipes, tissue box, colored pencils in tin, rubber band ball 
clorox
Clorox disinfecting wipes packaging with product information and promotional displays.
Advertisement for Clorox Disinfecting Wipes displayed on a smartphone screen, promoting the product as essential for teachers to keep classrooms free of germs.

Campaign launched  

 July 2024 

Read between the headlines

Crumpled white paper ball on a black background.

Click to expand brainstorm

Crumpled piece of white paper
Crumpled white paper ball on black background.
Open manila folder with blank white pages secured by a paper clip
Open file folder with blank papers and a paperclip
"First draft & feedback" text in serif font

Click to expand drafts 

CONCEPT ONE

Wipes sku

Wipes + Mist sku

CONCEPT two

Wipes sku

Wipes + Mist sku

Open file folder with blank white papers and a paperclip
Open manila file folder with blank white papers and a paperclip. 
CONCEPT three

Wipes sku

Wipes + Mist sku

CONCEPT four

Wipes sku

Wipes + Mist sku

Headline Exploration

  • Headlines

    • Teachers’ #1 Wipe*

    • Double Up On Disinfection

    • Disinfect With The Best This School Year

    • A Disinfection Pair That’s Unstoppable

    • The Perfect Pair For A Germ-Free School Year

    • The Classroom Pair That’s Unstoppable

    • Healthy Learning Starts With Trusted Protection

    • Learning Is Easy When The Classroom Is Germ-Free

    • A Clean Classroom Brings Endless Possibilities

    Subheads:

    • The Possibilities Are Endless When We Start Clean.

    • Kills 99.9% Of Germs* In 100% Of Classrooms.

    • Bright Futures Are Made In Clean Classrooms.

    • Fight Off Germs. Foster Bright Futures.

    • Eliminate Germs. Illuminate Futures.

    • Anything Is Possible With Clorox.

    • Create A Classroom Where Anything Is Possible.

    • Protect Learning By Preventing Germs.

    • Disinfect Their Space. Protect Their Potential.

  • Headlines

    • Add The Wipes. Subtract The Germs

    • Put Germs On Recess This Year

    • Make Germs Absent This Year

    • Pass The Disinfection Test Every Time

    • Get An A+ In Disinfection.

    • Wipes + Mist = Double The Disinfection

    • A Clean Classroom Is Always The Solution

    • Disinfect With The Best This School Year

    • Double Up For A Clean Classroom

    Subheads:

    • Learning Thrives Where Germs Don’t.

    • Start This Year With A Clean Slate. And Desk. And Chairs…

    • Extra Clean. Endless Possibilities.

    • Subtract The Germs By Doubling Disinfection. It’s Basic Math.

    • Create A Classroom Where Anything Is Possible.

Feedback

Clorox decided to leverage their “Teachers’ #1 Wipes” claim for the Wipes assets and chose my alternate headline “Double up on Disinfection” due to legal stipulations with “Double the Disinfection” for the combined Wipes + Mist sku. The client praised the copy’s ability to “creatively speak to both products’ benefits and promote the sales of each.” They also loved the approach of speaking to both the Endless Possibilities campaign and Start Clean tagline, and decided to make it the standard subhead across all assets.

Wooden rubber stamp with 'Approved' text on stamp face.
"Approved" stamp in blue ink 
" Double up on 
disinfection. "

Final toolkit headline

Ready for retailers

Click to expand assets

Clorox disinfection products advertisement with mist and wipes, office supplies, and apple.

 The toolkit was utilized by retailers nationwide, including:

Kroger, TArget and walmart 
Advertisement for Clorox Disinfecting Wipes and Mist, featuring a stack of books, an apple, a pencil holder, and text promoting disinfection.

in-store and online for the 2024 back-to-school shopping season. In addition, the client was so pleased with the final deliverables that they asked us to execute additional Pinterest, email, and influencer PR box extensions to the campaign. 

Email partnership with Classtag

Clorox partnered with Classtag, a communication platform for parents and teachers, to reach both audiences during the back-to-school season and remind them to purchase Clorox products for classroom and at-home cleaning.

Tablet screen displaying an email promoting Clorox disinfecting products for back-to-school, featuring Clorox wipes and mist with the slogan 'Double up on Disinfection.' 
Influencer Public Relations Box

Clorox sent out PR boxes featuring the Shopper Toolkit messaging, complete with Clorox® Disinfecting Mist and Clorox® Disinfecting Wipes for influencers to unbox, post, and promote on their social channels for earned media.

Clorox disinfecting wipes and mist with 'Double up on Disinfection' slogan, apple, and office supplies.
Promotional image for Clorox Disinfecting Mist suggesting it for school supplies as part of back-to-school planning. It features a follow button and Clorox's social media follower count.
Promotional image for Clorox Disinfecting Mist for school use, featuring text about its benefits for sanitizing school equipment and supplies.
Clorox disinfecting mist advertisement for classroom use, promoting sanitization during the school year, with Amazon purchase option. 
Pinterest Extension 
Clorox advertisement featuring disinfecting mist and backpack for back-to-school season.

We created two carousel pins to release at the beginning of the back-to-school season, employing the Shopper Toolkit messaging, as well as utilizing SEO in the title & description copy.

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