Clorox today introduces a new marketing and advertising campaign leveraging its new Clorox Fragancia Marketing Platform. The platform is an umbrella for Clorox products for the Floor, Toilets & Bathrooms and Air Care. The campaign goes on air today on Telemundo and Univision. Other campaign elements include radio, digital, direct mail (coupons) and in-store activation. Advertising is in Spanish.
The new platform and the new strategy are based on extensive research on the behavior of Hispanic consumers Clorox has conducted with the help of research company TNS. Media planning and buying has been done by Clorox’s agency OMD Latino while creative by Alma DDB. The direct mail portion of the campaign (solo mailers for the Clorox Fragancia platform) has been done in cooperation with retailers with the goal of driving traffic to the stores through coupons and high value discounts.
“This is only the beginning we are truly and deeply committed to the Hispanic consumer for many years”, David Cardona, Multi-Cultural Team Leader at Clorox, tells Portada (watch out for an in-depth Interview with Cardona tomorrow in our Tuesday‘s “Marketer Interview” regular feature).