Clorox Gel is a relatively simple and low-cost innovation that uses existing technology to complement and enhance the product in ways that benefit both the brand and consumers alike.

When the idea first came about, Clorox Gel was facing two major problems. First, competition from cheap private labels was fierce, making it difficult for a premium product to compete in the marketplace. Increasing frequency of use was another major challenge, as it became clear that even loyal Clorox consumers were using the product sparingly. Internal research revealed the key finding: consumers were wildly underestimating how often they should clean many areas of their home, basing their cleaning decisions more on habit than on the actual level of dirtiness.

Clorox UV solves both issues at once. First, it’s an exclusive feature that adds real tangible value to the package, one that objectively sets the product apart from cheaper alternatives. Second, UV helps increase usage frequency by giving consumers a more complete picture of everything that needs to be cleaned. Not only does this help the brand sell more product, it benefits consumers as well.

UV’s development was influenced by several factors. Since altering the Clorox Gel bottle was not possible, we opted for a design that closely matched its style. It was also crucial to design a reusable product, allowing it to be easily detached and reattached when switching bottles. Just as important was arriving at an ergonomic design that was easy to hold yet powerful enough to illuminate a large enough area. After several tests, we decided that 72 UV LEDs struck the right balance: providing the needed lighting while keeping the device to a manageable size and weight. The product currently runs on 3 AAA alkaline batteries, which can power the product through months of regular use.

Clorox UV is the most successful promotion by Clorox Puerto Rico in the last decade. Due to the overwhelmingly positive consumer response to the promotional model, the device is now being produced for the mass market and will soon be sold in stores everywhere. We expect the product to eventually reach other countries as well and become a permanent part of Clorox’s portfolio, no small feat within a company with over 100 years of history and a proud tradition of innovation in its industry.

The Clorox UV points the way forward for brands who are looking for ways to thrive in a marketplace that has come increasingly under siege by private labels. Consumers will ultimately seek out the best value, especially during tough economic times. Thus, it’s no longer enough to rely on a brand’s history to compete effectively. Instead, premium brands must grow by through innovations that make their existing products better and enhance the consumer experience.

Results:

• Over 1,000 daily registered users during the effort.

• Over 3 million earned media impressions in the first week.

• 227,783 video views in 4 days.

• Almost half of website visitors registered for the chance to get a device.