Clorox is expanding its role in everyday home wellness with the launch of Clorox PURE Allergen Neutralizers, a new line of daily air and fabric sprays designed to neutralize common household allergens before they trigger symptoms.
Developed in partnership with BBDO Chicago, the campaign introduces Clorox PURE as a proactive solution for managing non-living allergens, including pollen, dust mite matter, and pet dander. The product marks a strategic move beyond traditional cleaning, positioning Clorox as a broader homecare brand focused on comfort, confidence, and prevention.
To support the launch, Clorox is rolling out a mix of linear, connected, and digital advertising, including placements on YouTube and Amazon. The spots demonstrate how Clorox PURE helps consumers regain control of their living spaces by addressing allergens in the air and on soft surfaces, areas often overlooked in standard cleaning routines. Watch below:
“For more than 100 years, Clorox has earned consumers’ trust by focusing on what matters most to them — making everyday life a little easier,” said Tad Kittredge, vice president of marketing and innovation at The Clorox Company. “Today, managing household allergens can feel overwhelming, especially for those with allergies. With Clorox PURE, we’re extending our homecare expertise to the air and soft surfaces that cause allergy fighters the most challenges, simplifying a complex problem by neutralizing allergens at the source.”
The campaign also leans heavily into social and influencer-led content, with a focus on real-life allergy management. Across TikTok, YouTube, and Instagram, Clorox is spotlighting practical use cases and educational content, including appearances by Clorox research and development specialist Alex Mayer, who explains the science behind the products and how they fit into daily home care habits.
The PURE campaign reinforces Clorox’s push into wellness-driven innovation and highlights BBDO Chicago’s role in translating scientific functionality into accessible, everyday storytelling for consumers navigating allergy season year-round.
CREDITS:
BRAND: The Clorox Company
- Vice President: Tad Kittredge
- Research & Development: Alex Mayer
AGENCY: BBDO Chicago
- Executive Producer: Elise Garber
- Creative Director: Sofia Gonalez
- Creative Director: Josejuan Toledo
- Planning Director: Yisha Zhang
- Managing Director: Eric Lessens
- Account Director: Julia Linnik
- Account Supervisor: Jared Capuson
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