It’s a known fact that broadcast TV is the media with the widest reach to housewives, our target group. For this reason, we set ourselves up with a difficult task: look for new places and slots on TV where colours could have a clear and long-standing prominence.

We took advantage of an idle TV slot that was not being marketed by TV channels: the colour bar image that’s on air from the end of channel broadcasting until the beginning of the next day. We managed to make Clorox Ropa Color (Colour Clothes) the only sponsor during said time slot, thus directly associating the colour quality to the concept “Now colours go where they have never been before”.

This TV campaign was absolutely innovative and unique. In addition to the traditional campaign in the mass media, it made sales growth of the product increase from 2% (previous month) to 20% (Source: Clorox Chile).