Clorox^®,  makers of Green Works^®,  a line of cleaning products that uses plant-based and biodegradable cleaning ingredients, conducted extensive research on what motivates a consumer’s interest in the environment and found that four key areas emerged: personal protection, cost, status, and altruism.

Brand Identity that Integrates Customer Values with Company Values

Using this research and strong support from women scientists in the organization, Clorox successfully established the Green Works natural cleaning product line with a clear brand identity that integrates customer values with company values, slightly disengages the company from it bleach reputation, and takes into account the impact on customer lifestyle. Clorox positioned itself to understand how customers use products and to translate that understanding into actionable insights (e.g., design and marketing) that would drive greater revenue.

The savvy marketing and communication professionals at Clorox tap the influence of social media, and provide the challenge participants with simple tips via email, coupons, checklists, reminders, blog badge, and IM icon, to name a few.

The recent and laudable 30-days to Natural Challenge, for example, asks customers to trade in all of their traditional cleaners for Green Works natural cleaners. This program connects with the values of the consumer and addresses the utility of the product in an innovative way. The program website is inspiring, inviting, and stimulates a customer response.

Connecting to the Customer Value Chain

It’s clear that Clorox has connected to the customer’s value chain around convenience, effectiveness, cost, and design and is using the video evidence to enhance the Green Works storytelling. Requiring the YouTube documentation of the experience provides the company with consumer-generated endorsements of the products and a record of positive cleaning experiences.

The videos showcase the “she’s just like me” component of ad effectiveness. The chance to win a high efficiency washer/dryer further incentivizes the consumer to provide feedback on the products.

In general, consumers indicate willingness to adopt green technology and products. Moving the needle to change perceptions that green technology is ugly, hard to use, and expensive will favorably affect consumer-purchasing behavior of green products.

Clorox is clearly moving the needle, both from a product development perspective and from a marketing perspective. For example, the green product road show to 14 major cities’ summer festivals is an innovative way to position “try me” opportunities and to drive products directly into the consumer communities.

Another innovative marketing move: a short film. This #1 Featured Video on YouTube, received over 500,000 views in one week and was part of the Reverse Graffiti Project,  a 140-foot-long mural developed by graffiti pioneer Paul “Moose” Curtis. The artist, a professed grime writer, used Green Works to create a reverse mural (removing dirt and pollution) of native plant life.

The campaign won a Gold Media Lion, a Silver Outdoor Lion and a Bronze Design Lion at Cannes International Advertising Festival.

Add Clorox to Your Branding Watch List

Put Clorox and Green Works on your sustainability, marketing, and design watch list. They are doing a lot of things right: innovating on the brand continuum, shifting perceptions of green cleaning products, and providing the forum for customer involvement.

The Reverse Graffiti Project