Together w/ Clorox

The Clorox Company

Brand Strategy

Cleaning is no longer the end, but a beginning. We clean to prepare for what is to come, what makes us happy. This strategic positioning allows us to create more emotionally centered communication that separates Clorox in a crowded category.


1./ Poett Fraganza

Campaign

Poett Fraganza had a very precise need; to show the different types of fabrics where the product is effective. We challenged the brief to create a campaign that combines product demonstration and strong emotional context. We created a new language in the category, raising the bar and leaving the competition scrambling to catch up.

Credits

Client: The Clorox Company

Category: Cleaning

Agency

  • CEO: Santiago Puiggari

  • CCO: Lulo Calió

  • COO: Luciano Landajo

  • Creative Director: Sebastián Visco

  • Art Director: André Soares

  • Copywriting: Joao Cardoso Oliveira

 

  • Account Supervisor: Manuela Bastanchuri

  • Agency Producer: Gabriel Lancioni / Maxi Ibarra

  • Digital Manager: Cruz Mujica Lainez

  • Tech Lead: Juan Casas

  • PM: Paula Peyret

  • Community Manager: Maira Fabro

Partners

  • Mu Films

  • Twins Music

Client

  • Guido Di Risio, Federico García Tiberti, Mariana Peirano


2./ Utensils

Campaign

The perception of consumers is that bleach is a commodity product. All are equal. Ayudín®, the leading brand, needed to differentiate itself by creating sophistication and added value to an underestimated category. Ayudín® products complement cleaning in order to enjoy the moment that follows, focusing the consumer on things that really matter.

Credits

Client: The Clorox Company

Category: Cleaning

Agency

  • CEO: Santiago Puiggari

  • CCO: Lulo Calió

  • COO: Luciano Landajo

  • Account Supervisor: Manuela Bastanchuri

  • Agency Producer: Maxi Ibarra

 

  • Digital Manager: Cruz Mujica Lainez

  • Tech Lead: Juan Casas

  • PM: Paula Peyret

  • Community Manager: Maira Fabro

Partners

  • Fuel Content

Client

  • Guido Di Risio, Federico Garcia Tiberti, Franco Carosella