In 2012, Clorox Bleach turned 100. But as the storied brand hit the century mark, it had lost relevance with a younger generation.

So, we created the Bleachable Moments campaign to prove that Clorox Bleach is still relevant for their modern lives and problems.

In 2013, we brought this idea to the dirtiest place we could think of - Las Vegas. And gave people the opportunity to instantly connect with the brand via interactive digital billboards where they could create their own dirty headline and watch it get bleached away, right before their eyes, thanks to Clorox Bleach.

Placement of the media was key to the success of the campaign. This idea could only work in just the right location—Las Vegas. A city known for gambling, drinking, and loose morals, “Sin City” as it’s nicknamed, was the perfect place to get our message out. And the perfect place for powerful cleaner like Clorox Bleach. There’s no other city more relevant and no other product better positioned to make this campaign a success.

The Clorox Bleachable Moments campaign has surpassed all expectations. It not only engaged consumers directly, it has succeeded in delivering on the key performance indicators, turned the business around and has positioned this iconic brand for continued long-term success.

After the campaign launched, the brand reversed a 5% decline and saw a 6% increase in household penetration. This is an 11% correction is a dramatic and immediate improvement. Additionally, thanks to the Bleachable Moments, household penetration grew for the first time in 7 years and the campaign has stimulated usage and knocked 2 days off of the purchase cycle.