How does a company that has made their product resonate on shelf for nearly one hundred years, approach making their products relevant on click?
Clorox has understood consumer engagement and how their brands move “on shelf” for over a hundred years. With the rapid adoption of the online social communities, Clorox needed to quickly understand how each brand moved “on click” in this new world of two way engagement.
We needed to devise way for our teams to recognize the new playing field, to see where each brand had “permission” to play and how to contextually leverage new online behaviors in ways that could benefit the brands.
Working in concert with client and strategic teams, we designed a new kind of brand narrative, one that allowed client teams to recognize new extensions of their brand, and the context and communities that the brand could now participate in.