These Green Works Cleaner Ads Urge You to Think of the Animals
Laura McQuarrie — May 29, 2014 — Marketing
References: greenworkscleaners & adeevee
Hidden in each of these Clorox Green Works ads is a polar bear, a sea turtle and a dolphin that are barely visible since they are swimming in such murky water. As Green Works is a naturally derived cleaning product, it is branded with strong ties to the environment and remarks that "Only stains should disappear."
Since a lot of the cleaning products that we use end up down the drain, this is like a nightmarish representation of what might happen to sea life and other animals with the continued use of harmful, toxic-laden chemical cleaners. Although the lone animals in this print campaign seem pretty peaceful, you can be sure that they won't be able to swim much longer in that water. Similarly, you probably don't want to be breathing in the same kind of harmful ingredients, even if the effects of them aren't as apparent as this.
Since a lot of the cleaning products that we use end up down the drain, this is like a nightmarish representation of what might happen to sea life and other animals with the continued use of harmful, toxic-laden chemical cleaners. Although the lone animals in this print campaign seem pretty peaceful, you can be sure that they won't be able to swim much longer in that water. Similarly, you probably don't want to be breathing in the same kind of harmful ingredients, even if the effects of them aren't as apparent as this.
Trend Themes
1. Eco-friendly Cleaning Products - Green Works' naturally-derived cleaning product sets a trend of consumers opting for eco-friendly solutions.
2. Animal Welfare Advocacy in Advertising - Ads like Clorox Green Works raising awareness on endangered animals creates a trend of businesses using advocacy for social and environmental issues as marketing strategy.
3. Visual Storytelling in Advertising - The use of hidden images in print ads sparks a trend of creative and visual storytelling in advertising campaigns.
Industry Implications
1. Consumer Goods - Consumer goods industries are pushed to innovate to keep up with the demand for eco-friendly options and advocacy-driven campaigns.
2. Marketing and Advertising - Marketing and advertising industries can capitalize on the trend of using advocacy as marketing strategy and promote social and environmental issues.
3. Media and Entertainment - Media and entertainment industries can adopt the trend of visual storytelling and incorporate it into their content creation.
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