In mid-May, Clorox, Disney, and Pixar kicked off a joint national marketing campaign for Incredibles 2, now in theaters, with the tagline: “Clean is the beginning … what comes next is incredible.”
Incredibles 2 is a follow-up to the 2004 animated film about a family with superpowers. This time, the mom, Helen, goes off to fight crime while Bob (the dad) stays home with their three children.
To learn more about Clorox teaming up with Disney•Pixar, we caught up with Rita Gorenberg, associate director – brand engagement for the Clorox brand.
When did Clorox, Disney and Pixar begin working together?
Rita: We first teamed up with Disney and Pixar on Inside Out in 2015. That animated film is set in the mind of a young girl whose five personified emotions lead her as she adjusts to moving to San Francisco. And as we know, where there is mess, there is emotion. So we did a large-scale co-promotion to reach parents about household mess. It worked really well, so it was a natural fit for us to continue the collaboration with Disney•Pixar’s Incredibles 2.
What is it about Incredibles 2 that fits Clorox so well?
We loved the connection between the Clorox brand and the storyline. In addition to the adventures, the film highlights the messy yet precious and relatable moments of family life, especially as baby Jack-Jack tries out his new superpowers. The campaign authentically celebrates the two brands or franchises. It also showcases how our portfolio of super-hero cleaning products help (re)set the stage for incredible moments.
How will this collaboration come to life?
We kicked it off with a new Incredibles 2 animated co-branded TV spot, supporting a portfolio of Clorox products. Check it out here! In stores, we have national offers, disruptive signage on the floor in front of Clorox® Bleach and Clorox® Disinfecting Wipes, movie-ticket offers with a product purchase and other unique retail activations across Walmart, Sam’s Club, Target and Amazon.
We also have a co-branded sweepstakes contest, with a grand prize that includes a family trip to New York City and $1,000-shopping spree at Disney Store. We’re promoting it across Disney’s websites and TV programming, and Disney is mentioning it in their various social media outlets. We’re doing the same with Clorox.com and our social media channels, plus messages to our consumer e-mail database.
Are we trying anything new with this campaign?
We’re doing our first Snapchat lens. Families can use the lens to turn each person into an Incredibles character with special abilities. It’s a really fun way to create a more engaging brand experience on social media. And this fits the movie’s and our demographic as there are a lot of Millennial parents on Snapchat.
What’s the response been so far?
Incredible! Sorry, I couldn’t resist. Just for the sweepstakes alone, we’ve had nearly 50,000 sweepstakes entrants, not to mention all the exposure we’ve gotten at the shelf, on social media, with online influencers and television.
Are there ways to extend the life of this promotional campaign for Incredibles 2?
The movie will be released on DVD in the Fall. So we’ll be doing things around that, particularly with retail activation and e-commerce to take advantage of the holiday season. It’s a great way for Clorox to remain timely within pop-culture conversations.