Social-first, creator-led: Clorox and Good Mythical Morning “Unleash the Bleach”
By Rachel Kastigar, Marketing Manager
In the next wave of our social-first approach, Clorox has teamed up with comedy duo Rhett & Link, hosts of Good Mythical Morning, to launch “Unleash the Bleach,” a social-media campaign designed to make bleach feel more approachable and culturally relevant for Zillennials, the micro-generation born between 1993 and 1998, on the cusp of Millennials and Gen Z.
Good Mythical Morning has spent 13 years building a devoted community with millions of fans. This partnership leans into Rhett & Link’s signature humor and creative chaos to bring Clorox into the mix for younger consumers.
How we’re activating
- Launched on January 20, Unleash the Bleach is a multi-touchpoint campaign across social media, influencer, retail and shopper environments.
- The partnership centers around a longform episode of fan-favorite series The Smelling Bee, a funny and chaotic game that naturally leads to a whole lot of mess.
- Clorox Disinfecting Bleach and Clorox Clean-Up Cleaner + Bleach fit seamlessly into the narrative to help Rhett & Link clean up the icky, sticky, and disgusting aftermath of each round.
Why it matters
The partnership helps frame Clorox bleach as an everyday essential to a new generation of users and highlights its superior value for everyday usage occasions.
The campaign showcases how we’re accelerating our shift toward creator-led, social native storytelling, and expanding the ways we work with creators.
The bottom line
This partnership brings to life Clorox’s IGNITE strategy, our plan to innovate faster, streamline how we operate, and build brands that grow responsibly and sustainably. We’re meeting younger audiences where they already spend time, using creator driven storytelling to attract and engage new consumers.
