2011 Winners & Shortlists

Brief Explanation

The main objective of the design is to communicate to the consumers the benefits of using CLB and CFC with their new SKU’s (pouches) in a creative and catchy manner that the housewives, could relate to. The latter will enforce their position as leaders of superior cleaning and quality.

The Brief

Clorox needed to communicate that their products, Clorox Bleach (CLB) and Clorox for Colors (CFC), will not only clean and brighten any laundry but will make any batch of spring laundry shine and sparkle. White will be whiter once consumers use CLB and consumers will see real colors for the first time with CFC.

How the final design was conceived

In slang Egyptian Arabic when someone says, “You brighten up my face” this means that this someone has done something great, for example, a mother saying this to her kid getting good grades in school. Another main insight is that Egyptian housewives take much pride in the brightness of their garments on the laundry line. By playing on the double meaning of the first insight and knowing for fact the women take pride in showing off their laundry line brightness came the idea that Clorox will bright up your face so much that you will need a pair of shades to look at your laundry line.

Indication of how successful the outcome was in the market

Pouch sales growth in June was 13.8% for Clorox bleach and 30% for Clorox for color (reaching total of: 63%), and one month after the launch, by July 54% sales growth for Clorox bleach and 33% for Clorox for colors (reaching a total of: 44%). Total for June/July total Pouch shipments grew by 52%.