Clorox Pokes Fun At Extremes

“Green is the new thin” and “green is the new black.” These are two findings of a survey which reveals that some women are feeling increasing pressure to embrace green and are overreacting to it. Inspired by the findings, the makers of Clorox Green Works have launched a marketing campaign that pokes fun at the pressure, the overreaction and the trivialization. The campaign includes digital ads, interactive elements, and public relations proclaiming “You Don’t Have to be Ridiculous to be Green.” Print and packaging to follow this spring. The survey reports, for example, that women say being green causes more pressure than being skinny or having a great relationship, and that green has more about trend than substance. Says Green Works Brand Manager Shekinah Eliassen: ”We believe women are feeling this pressure because somewhere along the line green became a status symbol now everyone has an opinion about how you aren’t doing enough to be eco-friendly. With all of the different challenges surrounding green, we believe it’s time to make eco-friendly people friendly again.”
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