Clorox brands show up strong for back-to-school season
As back-to-school season kicks into high gear, our Clorox brands are meeting consumers in the moments that matter most — from dorm move-ins and classroom preparation, to lunch packing, cleanup and everyday routines. Across brands we’re showing up with timely, useful support that helps families, students, teachers and retail partners make the most of one of the year’s busiest shopping windows.
Brita makes superior hydration a college essential
As students head back to campus and families stock up for the year ahead, Brita is using the back-to-school season to remind consumers why great-tasting, filtered water belongs on every college essentials list. It’s a key moment to reinforce Brita’s superiority.
- Showing up in students’ social media feeds: Brita is partnering with Her Campus Media, including sponsorship of the shoppable Back-to-College “The It List.” Her Campus’ community-powered media and marketing ecosystem reaches 8.4 million college students.
- Highlighting campus-ready favorites: The campaign spotlights Brita’s 6-cup pitcher as an easy dorm-room essential that fits neatly in mini fridges, helping students keep better-tasting, filtered water within reach*. For parents helping students prepare for the year ahead, it’s an easy choice they can feel good about.
- Making filtered water part of college life: A social-first recipe series from the college-focused @spoonuniversity will showcase creators sharing dorm-friendly recipes, such as strawberry cold-foam matcha, instant ramen, and couscous — all made with Brita-filtered water.
- Driving conversion: Organic and paid social, plus national-media and retail-media extensions, will amplify the campaign and help convert back-to-college shoppers.
*Versus tap water
Glad turns back-to-school cleanup into a cart-worthy moment
As families stock up for the school year ahead, Glad is turning a routine shopping trip into a playful back-to-school moment with a Target-exclusive program with limited-edition Glad packaging featuring Oscar the Grouch and a chance to win a playful tote bag.
The activation taps into the seasonal rush to reset, restock and make everyday routines easier — from packing lunches and cleaning up after busy mornings to tackling dorm-room trash and first-apartment messes. With Oscar the Grouch’s unmistakable personality on pack, Glad is giving shoppers a fun reason to choose trash essentials during a key retail window.
- Showing up where shoppers are: Target Circle, in-store endcaps, display banners, social content and influencer amplification will help bring the program to life across the shopping journey.
- Turning purchase into participation: Shoppers can scan a QR code at Target back-to-school endcaps to enter for a chance to win an exclusive Oscar tote bag.
Hidden Valley Ranch makes school-year meals craveable
As families move from summer mode into busy school-year schedules, Hidden Valley Ranch is showing up as a simple way to make everyday meals more craveable.
- Inspiring school-year meals across social feeds: Custom and creator back-to-school content, including recipes and in-feed posts, will spotlight parent-friendly ideas for lunch packing, thoughtful meal ideas and easy dinners during the busy first weeks of school — helping make Hidden Valley Ranch part of the everyday conversation.
- Connecting recipe search to HiddenValley.com: Paid search will help capture consumers actively looking for back-to-school recipe inspiration.
- Extending the moment through high-impact media: The brand will show up through placements across food and lifestyle media.
Clorox helps families and schools start the year with confidence
Back-to-school season is a key opportunity to connect Clorox’s trusted disinfecting products with consumer needs.
- Building relevance through authentic and influential voices: In the U.S., Clorox is partnering with nano and micro creators to share real-life cleaning and back-to-school routines that authentically showcase Clorox products. To extend reach, Clorox is also partnering with influencers and key opinion leaders, including an upcoming Amazon Live with Kyle Richards focused on college send-offs and back-to-school preparation. In Mexico, partnerships with 14 creators across TikTok and Instagram are bringing family-focused cleaning tips, product demonstrations and back-to-school content to millions of consumers.
- Delivering innovation for seasonal needs: As part of its “Clorox Contigo para un regreso limpio y desinfectado” (“Clorox with you for a clean and disinfected return to school”) campaign, Clorox Mexico is introducing new product offerings, including Cherry Blossom and Peach scented disinfecting wipes, a 120-count Fresh Scent pack, and new on-the-go formats designed to help families tackle increased cleaning needs at home, school and everywhere in between.
- Showing up throughout the shopping journey: From retail displays and impulse merchandising in Mexico to social content and digital activations across markets, Clorox is ensuring trusted cleaning and disinfection solutions are easy for families to find during one of the year’s most important shopping seasons.
- Investing in communities: Across North America, Clorox is helping create cleaner, disinfected spaces through purpose-led programs. In the U.S., Clorox and Realize the Dream are increasing donations to schools in need from 2 million Clorox Disinfecting Wipes last year to 3 million this year. In Puerto Rico, the “Contigo y Clorox, el presente ¡tiene futuro!” (“With you and Clorox, the present has a future!”) initiative distributed more than 8,000 Clorox products through United Way Puerto Rico to support more than 50 schools and educational organizations across the island. Through partnerships with United Way Puerto Rico and the JJ Barea Foundation, Clorox Puerto Rico helped restore a community sports court at Centro Esperanza and hosted a youth basketball clinic led by former Puerto Rican basketball star JJ Barea, creating a memorable back-to-school experience for students and families.
Purell provides a fresh take on back-to-school hygiene
Building on its long-standing role as a trusted partner in school-year health, the Purell brand is reinforcing its place on parents’ and teachers’ back-to-school supply lists with timely innovation, practical content and playful packaging.
- Sharing real-world perspectives on social: This year, the brand teamed up with eight social media influencers, ranging from teachers and parents to medical students, to show how they’re using Purell hand sanitizer to help support a smooth back-to-school season.
- Launching new formats for a key shopping moment: Purell Hand Sanitizer Spray is debuting three new scents as a featured part of its back-to-school campaign.
- Personalizing hygiene through experiential-forward packaging: Bright colors of the new hand sanitizer spray bottles and playful graphics on a special back-to-school series of Purell Advanced Hand Sanitizer Gel tabletop bottles give consumers a fun way to personalize desks, backpacks and everyday routines — including matching bottles to outfits.
