Posted by Is cleaning your house happier than petting a puppy? The results of a new study commissioned by Clorox might surprise you.
Clorox has become a household name as a leading manufacturer of cleaning and disinfecting products. Recently the brand teamed up with neurotech company, Emotiv, to perform a neuroscience study comparing consumers’ emotional reactions to cleaning versus reactions while performing activities that typically make people feel good.
The “joy of cleaning” research is brought to life in Clorox’s new “Clean Feels Good” campaign through digital, linear, and CTV ads, as well as some influencer content. The ads showcase reactions from real participants in the experiments, including a “Feel Good Index” to help measure the outcomes.
Some surprising results found that 43 percent of study participants felt happier cleaning the toilet than listening to their favorite song. And 37 percent achieved happier neuro responses when cleaning toilets than they did while petting puppies. Wiping coffee rings off of a kitchen counter evoked as much joy for study participants as getting their nails done or watching a funny video.
Ready to promote the newest findings on the joy of cleaning, Clorox’s media mix will include content on social media channels like TikTok, Instagram, and YouTube, and utilize influencers like Terrence Bradshaw, Uly & Ernesto, and self-proclaimed queen of cleaning, Vanessa Amaro. The effort also includes a partnership with NBCUniversal and Real Housewives star, Lisa Barlow. Clorox will run their “Clean Feels Good” campaign through June of this year.
The brand has been navigating some rocky territory in the past twelve months, reporting a 15 percent decrease in net sales compared to the same time a year ago when the company saw a 16 percent increase.
While disinfecting products experienced a spike during the pandemic, there was an inevitable decline as consumers returned to pre-pandemic levels in their cleaning habits. The industry also faces competition from a growing popularity toward eco-friendly products, though chemical based cleaners still dominate the market.
Last month the brand forayed into a debate whether “clean could feel better than glam,” releasing a light-hearted spot featuring Barlow across Bravo, Peacock, and other social media. If cleaning really does spark more joy than common feel-good activities, have consumers been looking in the wrong places all this time? Read the full article here.