How Clorox Gets in Front of Back-to-School Consumers
The Clorox Co. is reminding families, students and teachers about some of its legacy brands — including Brita, Glad, Hidden Valley and Purell — that make everything easier, from dorm move-ins and classroom preparation to lunch packing, cleanup and everyday routines. The manufacturer recently detailed its efforts in the newsroom on its parent company website.
As students head back to campus, Brita is showing up in their social media feeds to promote filtered water as a college essential. The brand is partnering with Her Campus Media, a community-powered media and marketing ecosystem that reaches 8.4 million college students, through sponsorship of the shoppable Back-to-College “The It List.”
The campaign highlights Brita’s 6-cup pitcher as a dorm-room essential that helps keep filtered water within reach. A social-first recipe series from the college-focused @spoonuniversity features creators sharing dorm-friendly recipes, such as strawberry cold-foam matcha, instant ramen and couscous, all made with Brita-filtered water.
Organic and paid social, along with national media and retail media extensions, are amplifying the campaign and encouraging back-to-college purchases.
The company’s Glad brand created a Target-exclusive program with limited-edition packaging featuring Oscar the Grouch. The effort focuses on daily school routines from packing lunches and cleaning up after busy mornings to tackling dorm-room trash and first-apartment messes.
Featured in the retailer’s Target Circle, the program is calling to consumers from in-store endcaps and display banners as well as through social content and influencer amplification. Shoppers can scan a QR code on back-to-school endcaps in stores to enter for a chance to win an exclusive Oscar tote bag.
Hidden Valley is doing its part in the form of meal inspiration across social platforms. Custom and creator back-to-school content, including recipes and in-feed posts, offer parent-friendly ideas for packed lunches and meal ideas using its Hidden Valley Ranch products.
The brand’s campaign extends to its dedicated website with paid search to help consumers who are actively looking for back-to-school recipe inspiration. Placements across food and lifestyle media round out the effort.
Purell teamed up with eight social media influencers, ranging from teachers and parents to medical students, to show how they’re using hand sanitizer this back-to-school season. In addition, Purell Hand Sanitizer Spray is debuting three new scents as a featured part of its back-to-school campaign.
Bright colors on the bottles and playful graphics on a special back-to-school series of Purell Advanced Hand Sanitizer Gel tabletop bottles give consumers a fun way to personalize desks, backpacks and everyday routines — including matching bottles to their outfits.
The company is also partnering with nano and micro creators in the U.S. to share real-life cleaning and back-to-school routines that authentically showcase Clorox products. To extend reach, Clorox is also partnering with influencers and key opinion leaders, including an upcoming Amazon Live with Kyle Richards focused on college send-offs and back-to-school preparation.
In Mexico, partnerships with 14 creators across TikTok and Instagram are bringing family-focused cleaning tips, product demonstrations and back-to-school content to consumers.
As part of its “Clorox Contigo para un regreso limpio y desinfectado” (“Clorox with you for a clean and disinfected return to school”) campaign, Clorox Mexico is introducing new product offerings, including Cherry Blossom- and Peach-scented disinfecting wipes, a 120-count Fresh Scent pack, and new on-the-go formats.
The season’s efforts also include retail displays and impulse merchandising as well as social content and digital activations across markets in the country.
Consumer-facing programs throughout North America, including the company’s “Realize the Dream” initiative, are increasing donations to schools in need from 2 million Clorox Disinfecting Wipes last year to 3 million this year.
In Puerto Rico, the “Contigo y Clorox, el presente ¡tiene futuro!” (“With you and Clorox, the present has a future!”) initiative distributed more than 8,000 Clorox products through United Way Puerto Rico to support more than 50 schools and educational organizations across the island. Through partnerships with United Way Puerto Rico and the JJ Barea Foundation, Clorox Puerto Rico helped restore a community sports court at Centro Esperanza. It also hosted a youth basketball clinic led by former Puerto Rican basketball star JJ Barea, creating a memorable back-to-school experience for students and families.
