Situation
For decades, Clorox had been one of America’s most trusted household brands. As the company expanded into air purifiers, it faced a different challenge: convincing consumers that its expertise extended beyond cleaning products into indoor air quality and home wellness.
Challenge
Launching a product line in a new category required more than brand recognition. Clorox needed to build credibility with consumers, media and industry influencers while differentiating itself in an increasingly competitive air purifier market. The campaign also needed to sustain attention well beyond the initial product announcement.
Insight
Consumers are willing to follow trusted brands into new categories—but only when that trust is reinforced by independent validation. Media coverage, expert commentary and product recognition would be essential to transforming brand familiarity into category authority.
Strategy
lotus823 developed a strategic public relations program designed to establish Clorox as a serious player in the air purifier market. The campaign combined proactive media outreach, thought leadership around indoor air quality, product sampling, award submissions and experiential opportunities such as the Smart Living Showcase. By engaging lifestyle, wellness, parenting, home and technology media simultaneously, the program consistently reinforced Clorox’s leadership story throughout the launch year.
Results That Matter
- 1.6B+ earned media impressions across 25 placements
- Coverage in Forbes, USA Today, SELF, CNET and other top-tier outlets.
- 29 product sample requests secured from influential reviewers.
- Featured at the lotus823 Smart Living Showcase with media including Good Housekeeping, CNET and Techlicious.
Why It Mattered
The campaign successfully expanded Clorox’s reputation beyond its traditional cleaning heritage, helping establish the brand as a credible voice in indoor air quality while generating meaningful awareness for its new air purifier line.
