Clorox Repositioning
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As a new generation enters adulthood, Clorox wants to know what’s resonating with them in order to stay top of mind when it comes to their cleaning needs.
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Private label brands outpaced Clorox in 2024; with budgets tightening, young adults are seeking every opportunity to save, especially as they perceive no difference between name brands and private labels.
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From our initial survey, we received multiple valuable data points. From there, we set out to analyze our findings. A recurring insight was that young adults inherit their cleaning techniques and product preferences from older family members like parents and grand parents.
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Clorox has an opportunity to tap into the emotions that young adults feel towards cleaning and organization to re-establish their brand positioning as the category leader.
Clorox has been a household name for generations. However, as a new generation enters the workforce they’ve lost ground to private label brands.
Once we realized the problem we gathered primary and SECONDARY data and crafted personas based on our findings.
One insight that we found was that cleaning traditions are passed down the same way family recipes are and consumers rarley stray from what was taught to them from their elders.
