Spring Cleaning Gets a Makeover: How Clorox Scentiva Turned Chores Into a Cultural Movement

Spring cleaning season is prime time for household brands, and Clorox's Scentiva line went all-in with a campaign designed to transform perceptions of what cleaning can be. The goal? Elevate Scentiva from a scented product line to a standalone sub-brand that brings joy to an otherwise mundane task.

Targeting multicultural millennials, the campaign featured Emmy-nominated actress Michaela Jaé Rodriguez in spots that leaned into the #dance clean movement, building on the success of 2021's "Yas Clean" campaign with Billy Porter. The strategy combined TikTok influencer partnerships—including #CleanTok queen Vanesa Amaro with her bilingual channels—with personalized touchpoints across Pandora audio, banners, and shoppable ads on Hulu.

A key differentiator: the campaign focused on building the Scentiva platform as a whole rather than promoting individual products, creating flexibility to scale as the brand expands into new formats and categories.

Strategic Takeaway: Platform-level brand building creates more enduring value than product-specific campaigns. By investing in the Scentiva identity and cultural positioning first, Clorox built a foundation that can support multiple product launches and line extensions without starting from scratch each time.

Read the original piece here on Clorox's investor news site.