Clorox Canada breaks national campaign
Clorox Canada has begun a national marketing campaign promoting a new spray bottle now being used to package its Clorox, Tilex and Greenworks cleaning products. The new bottle is depicted as requiring less effort to use and being less wasteful of liquid. The campaign, developed by 6Degrees, consists of in-store demonstrations, out-of-store advertising, ads in flyers and free standing inserts distributed to approximately eight million households. Digital support includes a website with online product demonstrations, email, online coupons, banner ads and social media activities. The experiential and mass media components were developed by Titan Media. Media planning is being conducted by OMD, while Zeno Group is handling media relations. The campaign will run until June 30. "With the introduction of our Smart Tube technology, we have reinvented cleaning sprays," said Soula Kioussis, director of marketing at Clorox Canada. "The result is a redesigned trigger and patented bottle system. For the first time, the trigger and integrated tube technology work together to offer better coverage and spray control, allowing users to spray every last drop."