Pine-Sol tests social-first scents on TikTok Shop

Why it matters

Social media is a learning lab. Not just for marketing and content, but for actual product innovation. This pilot shows how Pine‑Sol can use social to identify winning ideas faster, fuel relevance, and create a new flywheel for consumer co‑creation.

Go deeper

• After more than a year of pioneering Clorox’s social-first marketing approach, Pine-Sol has hit its stride, delivering viral moments that drive relevance with new consumers.
• Now, Pine‑Sol is taking the next step with an alter‑ego brand, OMG da Pine, inspired by its owned social universe.
• The brand will release its powerful multi-surface cleaner in new limited-edition scents, including custom bottles that feature characters from the OMG da Pine social universe, bringing digital personalities into physical products.
  • May 19: Magic Matcha and Strawberry Shine
  • June 2: Banana Boogie and Midnight Espresso
• This is Pine‑Sol’s first time selling actual products (not merch) on TikTok Shop. By letting consumers vote with their wallets, this test will help identify which on-trend scents resonate and which ones to scale.
• By working closely with our fragrance partners and empowering creative freedom and social-first insights, we’re creating a pipeline of scent concepts to be transformed into testable, small‑batch offerings in a matter of months.

Bigger picture

This pilot explores how Pine‑Sol can increase relevance with younger households through social‑led innovation. It also helps create a repeatable model for testing, learning, and scaling product ideas through social at speed.

The bottom line

OMG da Pine turns social conversation into product experiences and gives Pine Sol a faster, real-world way to build conviction as to what consumers want next.