Clorox Design & Branding CLOROX DROPS OF LIFE by Glue Bogota

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Industry Washing powders & Detergents
Media Design & Branding
Market Colombia
Agency Glue Bogota
Creative Director Felipe Camacho
Art Director Juan David Giraldo
Released September 2011

Credits & Description

Category: Promotional Item Design
Product/Service: CLOROX BLEACH
Agency: GLUE
General Creative Director: Rene Baquero (JWT/Glue)
Planner: Maria Alejandra Pazos (JWT/Glue)
Creative Director: Felipe Camacho (JWT/Glue)
Art Director: Juan David Giraldo (JWT/Glue)
Account Director: Juliana Jimenez (JWT/Glue)
Account Director: Ssandra Valdez (DDB)
Media placement: Activation & Sampling - Streets, Parks, Supermarkets, Bus Stations. - September 17, November 14 2011
Media placement: Event Key Opinion Formers - Red Cross Headquarter - September 15, 2011

Describe the brief from the client
Clorox asked us to find a relevant way in which it's product could contribute to the humanitarian emergency lived in Colombia in 2011, caused by the worst rainy season in decades.

Describe the challenges and key objectives
- Create awareness among the Colombian population on the importance of using Clorox, by proving it's performance in the harshest conditions.
- Position Clorox as the main disinfectant brand that helps communities’ and families' well-being in Colombia.

Describe how you arrived at the final design
One of the main problems that the rainy season brought to Colombia was the limited access to clean drinkable water. How could Clorox help in a relevant way? We discovered that when tap water stops flowing, Clorox Bleach isn't just a cleaning-aid. It’s a lifesaver. 8 drops of Clorox makes a gallon of raw water safe and drinkable. This simple fact could save lives and we needed to spread the word. In alliance with the Red Cross, we created Clorox droppers, we put them inside informational handouts, and travelled across Colombia handing them out and educating people about this practice.

Give some indication of how successful the outcome was in the market
- 40m drops delivered all over the country, equivalent to 5m gallons of clean drinkable water.
- PR valued at US$317,000
- More than 8,000 messages shared via Facebook and Twitter
- Direct contact with more than 500,000 families all across Colombia.