Clorox Dresses Up

by nicole ~ March 20, 2009

The introduction of the Clorox Disinfecting Wipe was like sliced bread to me.  It’s cleaning for the lazy.  It’s quick.  It’s easy.  It’s simple.  It’s genius!  Now, according to this interview with Lisa Partnoy, marketing manager for Clorox Disinfecting Wipes, they are pretty too.  According to Brandweek:

“Clorox has added some pizzazz to its Disinfecting Wipes by packaging them in decorative canisters that are meant to look more like an accessory than a cleaning product. The canisters are now appearing in

Macy’s window displays in major metropolitan cities, including New York, Chicago and San Francisco.”

While I think this is a clever idea, especially since I usually have a canister of the wipes out in the open in my bathroom, what’s most interesting is their partnership with Macy’s, which doesn’t actually sell the product.  When asked about it in her interview Lisa Partnoy explained:

“This is the first time Clorox has partnered with a department store to launch a product. Not only does it fit with Macy’s being about home décor and stylish trends, but it gives us the opportunity to showcase the product in a way that’s most relevant…That was the objective of the partnership with Macy’s, to make sure we were driving awareness behind the product.”

According to this article in Promo Magazine, the partnership goes beyond just the stylish window displays.

“And while the product is not sold in Macy’s, samples can be had at the information booths at the entrance of the stores, and Macy’s in-store TV loops an ad. An ad is also running on the Jumbotron outside the Macy’s in New York.

The deal with Macy’s includes messaging about the new wipes and a supporting contest in March bill inserts to more than 5 million Macy’s credit card holders. The product is also featured in a home store direct mail piece hitting 8 million homes this week. TV, print ads and some retail coupons also support the launch.”

In her interview in Brandweek, Lisa Partnoy emphasizes how they wanted this campaign to capture design in unexpected places.  To me it seems more about capturing Clorox in unexpected places, as one wouldn’t really expect to see Clorox in a Macy’s window.  I’m still a little hung up on the whole partnership with a store that doesn’t sell the product, but I think to those who see the displays, it will likely stand out in their minds and that the packaging alone is capable of influencing consumers. 

Nicole Amato is an Account Executive at Mediashop PR and a graduate of Northeastern University with a BA in Journalism.