Clean Matters: How Clorox Is Redefining Its Purpose

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Clorox Clean Matters Clean is Just the Beginning

Clorox’s new brand purpose campaign launches on Monday, and will make its broadcast debut during the fall premiere of NBC’s The Voice on September 25.

With its new “Clean Matters” and “Clorox is just the beginning” brand purpose, the brand aims to shift the perception of cleaning from getting rid of dirt and mess to the start of everything.

The “Clean Matters” brand film highlights the inherent change that comes from cleaning: “It’s not just about clean surfaces, but about the clearing of the emotional grime we build up in our daily lives, and the intentional shift from what was to what can be.”

Clorox Clean Matters Clean is Just the Beginning

The variations in the copy range from “The Newborn” to “The Veteran” 15-second spots, both of which will run during The Voice too:

“Clorox believes clean is more than getting rid of dirt and germs. It’s also about celebrating what happens after.
Clean is the beginning. And then comes sanctuary, connection, protection… What comes next is everything.”

“Clorox believes clean is more than getting rid of dirt and germs. It’s also about celebrating what happens after. Clean is the beginning. And then comes pride, memory, hope… What comes next is everything.”

The campaign aims to be “an honest and uplifting glimpse into the lives of people affected by cleaning, from subtle to grand and everyday to extraordinary.”

Check out the 60-second and 90-second versions below:

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