Clorox recently came out with an advertising campaign that mocks “greenorexics.” You know the type, the over-vigilant eco-warriors that chide other people who don’t recycle. The new ad campaign, called, “You Don’t Have to be Ridiculous to be Green,” is based off of recent research that found that “women think it’s trendy to be environmentally conscious, and say they feel more pressure to be green (39 percent) than skinny (29 percent.)”
Clorox’s research found that:
Ninety-three percent of women in the survey agreed that being environmentally friendly should be accessible to everyone. Meanwhile, 63 percent said affordability increases green products’ accessibility more than any other factor, and 59 percent agreed with the statement, “I introduce environmentally friendly practices only when it is practical given my lifestyle.”
Clorox is already pretty green. How do you feel about Clorox’s new advertising campaign? I am trying to see the sunny side of the campaign, but I just feel insulted. After all, I dig that Clorox is trying to reach across the aisle to new and potential green consumers. I like the thought of, “You don’t have to be rich or be a fanatic to be green.” But, I feel that Clorox is biting the Eco-friendly hand that feeds it. The brand consulting firm BBMG recently published research saying brands can no longer rely on “dark green customers,” i.e. hyper-ethical consumers to drive the growth of sustainability. Now, brands must engage consumers from all over the environmentally-friendly spectrum to make up 30 percent of the market. I suppose we should see how this new campaign does for Clorox, and if it accomplishes bringing in new customers. Others disagree. Marc Gunther says, “What was Clorox Thinking?”
I’m interested in your thoughts. Did Clorox go too far with it’s latest campaign? Do I just need to develop my funny bone? Leave your comment below!