Clorox Canada has pulled a redesigned trigger on a new Canada-wide marketing campaign for its improved cleaning spray bottles.
Clorox has launched a new technology called “smart tube technology” its Clorox, Greenworks and Tilex spray bottles that company says sprays all of the cleaning solution out of the bottle down to the last drop.
The multiplatform marketing campaign around the launch of this technology was developed by Toronto-based 6Degrees and runs until June 30. It is meant to educate consumers on what the company calls a “first-to-market patented trigger and bottle innovation.”
Clorox Canada director of marketing Soula Kioussis said in a release that the new trigger and bottle system took five years of product development, with the trigger and integrated tube technology working in conjunction to provide improved spray control and coverage.
The related campaign includes flyer ads, freestanding inserts to more than 8 million Canadian households, out-of-home advertising and in-store demonstrations.
Clorox also features a 360-degree demonstration of the bottle, specs that compare it to the “other guys” in categories like “highly ergonomic” and “allows consumer to spray every drop” and consumer reviews on a new website. The site is part of an integrated digital campaign for the new technology that also includes online coupons, digital ads, social media and e-blasts.
The experiential and mass media campaign was developed by Titan Media, with creative by 6Degrees. Zeno Group is handling media and blogger outreach. OMD is handling the media buy.
Other Clorox brands include PineSol, Glad, Brita and Burt’s Bees.
