product that appeals to people that are not necessarily in Clorox’s normal targeted marketing audience, which usually consists of mainly mothers. By setting the advertisement in an outdoor scene, complete with picturesque wild flowers, Clorox is trying to convey to consumers that it cares about the environment and wants to preserve nature’s beauty. At the top of the ad, Clorox boasts that its cleaning wipes are “99% natural and biodegradable.” This fact validates Clorox’s claim that it has changed and is making more environmentally-conscious products. It reassures clients that they are buying a product that will have next to no negative impact on nature. In this ad, it appears that Clorox is taking a stand to change the negative impact its products are having on the environment.
7 Even the nationally recognized Sierra Club, which is at the forefront of environmental movement, is endorsing Green Works. Sierra Club agreed to have its logo put at the bottom of the ad, legitimizing Green Works’ environmental claims. Consumers who see the logo will think that if the largest grassroots environmental group in the country supports this product, then it must be safe and “green” enough for them to use. Clorox also takes a noble step by writing next to the Sierra Club logo that Green Works supports the Sierra Club and its efforts to help the environment. This suggests that Clorox really supports the environmentalist cause because it is not only trying to promote its own green product, but is also encouraging support of an organization whose sole cause is to protect nature. Clorox’s new strategy of embracing the green trend and supporting the environmentalist movement is encouraging. While the Green Works products and the general message of the ad are a positive move on behalf of Clorox, the methods employed in the ad to support the product and the ideals are problematic. Over the past several years, there has been an ever-increasing trend towards awareness about environmental issues and products that have less of a negative impact on the Earth. It appears that Clorox is just jumping on this bandwagon and trying to take advantage of an opportunity to increase its sales. Information Resources, Inc. conducted a study which found that about half of all American consumers think about at least one sustainability factor when choosing among consumer goods (Makower and Pike 26). Additionally, according to the 2008 Green Brands Survey by ImagePower, the amount of green products and services consumers buy is expected to double within a year. This would bring the total spent on green products and services to about $500 billion per year (Makower and Pike 26). Clorox clearly recognized the popularity of this movement and the potential to make money off of it, and decided to capitalize on the opportunity by creating the Green Works brand.
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- Summer '17
- Environmentalism, clorox, Clorox Going Green