There was a time when cleaning was just another chore—an afterthought squeezed between work, family, and the occasional guilty-pleasure Netflix binge. But Clorox is rewriting that narrative. Their latest campaign, Clean Feels Good, isn’t just about selling disinfecting wipes; it’s about selling an experience. And the genius behind it? It’s all backed by neuroscience.
Clorox partnered with Emotiv, a neurotechnology company, to measure how cleaning stacks up against activities typically associated with happiness. The results? Wild. According to their study, 37% of people reported feeling better scrubbing a toilet than petting puppies. Wiping up a coffee ring? Just as satisfying as getting a fresh manicure. It sounds absurd, but Clorox leaned into this insight—hard. And it’s paying off in ways most brands can only dream of.
Emotional Branding: The Secret to Making People Care
For decades, cleaning brands have stuck to a functional pitch: Kills 99.9% of bacteria. Removes tough stains. Leaves surfaces spotless. It’s logical, sure, but logic alone doesn’t sell. Emotional branding does.
Clorox didn’t just promote a disinfectant; they sold a feeling. Instead of saying, Our wipes kill bacteria, they framed it as, Our wipes make you feel good. That’s a game-changer. Consumers aren’t just buying a cleaning product; they’re buying a boost in mood, a sense of control, a small win in their day.
And in a world where brand loyalty is built on connection rather than necessity, that’s a powerful shift.
From Selling Features to Selling Feelings
The Clean Feels Good campaign isn’t just another ad rollout—it’s an experience. Instead of generic commercials, Clorox created digital and TV spots featuring real participants in their neuroscience experiment. The key? They didn’t just tell us that cleaning feels good—they showed us.
Genuine reactions. Relatable scenarios. Real people discovering an unexpected joy in wiping down counters. That’s emotional branding done right, and it’s turning an everyday task into an aspirational experience.
The Influencer Effect: Making Emotional Branding Personal
Clorox didn’t stop at neuroscience. They doubled down by tapping into influencer culture, enlisting cleaning guru Vanesa Amaro and other social media personalities. The reason? Nothing builds trust like seeing real people genuinely enjoying your product.
Influencers bridge the gap between brands and consumers. They transform corporate messaging into something that feels organic—something that seamlessly fits into real-life routines. But Clorox didn’t just throw some wipes at a few creators and hope for the best.
Instead, they built a movement. Influencers weren’t just reviewing products; they were leading conversations. Clorox hosted discussions, asking: Is cleaning better than glam? Can a sparkling kitchen bring more joy than a spa day? These weren’t just ads—they were social moments, sparking engagement, conversation, and a deeper connection to the brand.
That’s the magic of emotional branding. It makes a product feel personal.
Why Emotional Branding Is More Than Just a Gimmick
Let’s talk numbers.
- The global household cleaners market is projected to hit $41.15 billion by 2025, with the U.S. leading at $8 billion.
- Despite a post-pandemic slowdown, the industry is still growing at a 3% annual rate.
- Consumers are shifting toward eco-friendly cleaning, but Clorox remains dominant in chemical-based solutions—meaning they have to stand out in other ways.
Cleaning products will always have demand. But how brands position themselves determines whether they thrive or fade into the background. Clorox isn’t just a cleaning brand anymore—it’s a lifestyle brand. And that’s what will drive long-term loyalty (and revenue).
What Brands Can Learn from Clorox’s Playbook
You don’t need a Fortune 500 budget to apply the principles of emotional branding. Here’s how any brand—big or small—can tap into what Clorox did:
Sell the feeling, not just the function: Instead of leading with product specs, lead with how it improves your customer’s life.
Tell a compelling story: Clorox didn’t just claim cleaning feels good; they proved it with real people and neuroscience.
Leverage social proof: Influencers, testimonials, and user-generated content make your brand relatable and credible.
Think long-term: Emotional connections breed loyalty. Customers don’t just return because they need to—they return because they want to.
At its core, Clean Feels Good isn’t about cleaning—it’s about changing how we feel about cleaning. And that’s the kind of marketing strategy that sticks.
Clorox just gave us a masterclass in emotional branding—and whether you sell soap, software, or sneakers, there’s a lesson in here for you.
FAQ
- How does emotional branding help a business?
It shifts the focus from product specs to personal connection, making customers feel something rather than just see something. - Why is social proof so important?
People trust real voices more than ads. Seeing others enjoy a product makes it more believable. - How do brands go viral?
Tap into everyday emotions, create shareable stories, and let your audience spread the word.