Jelmar launches new CLR campaign with MARC USA


Jelmar, announced the launch of a new creative platform for its CLR brand of products. The first campaign of the new platform, taglined Fight the Clean Fight, brings a fresh and playful voice to the brand.

The Fight the Clean Fight campaign is the first piece of work from Jelmar’s new partnership with marketing agency MARC USA. The campaign will make its debut in new TV spots, display advertising, the CLR brand social channels and on a revamped CLR brands website.

“CLR has long been a trusted, traditional household staple for many families,” said Alison Gutterman, CEO and President of Jelmar. “This new creative direction shares the bold and humorous side of our brand and will engage a new generation of fans for many years to come. While always keeping our core values, it is important for us to continue finding unique and exciting ways to showcase how we celebrate the pursuit of clean.”

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The Fight the Clean Fight campaign was built around the insight that homeowners are infuriated by certain messes and will go to great lengths to get rid of them. Playing up how annoying these messes are, the campaign personifies each mess with typical annoying archetypes that live in various spots in the household – the countertop, sink drain, toilet and beyond. No matter how tough the opponent, homeowners are empowered with CLR to defeat any mess.

“Our goal is to demonstrate how tough and efficient CLR products are while adding an element of fun,” said Matt Sullivan, MARC USA’s Senior Vice President, Group Creative Director. “We saw this as a chance to move dramatically from a features/benefits approach to creative that taps into the emotions of CLR customers. The Fight the Clean Fight characters show that frustration while also giving people hope that CLR can clean their mess nemesis once and for all.”

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Along with the launch, the CLR website gets an updated design to match the new creative and complement the brand’s new voice, cementing CLR as a powerhouse cleaning brand and bringing it into the homes of more consumers across the nation.


Client: Jelmar
Agency: MARC USA
SVP, Group Creative Director: Matt Sullivan
VP, Group Account Director: Stephane Auriol
Director of Integrated Production: Snake Roth
Production Co: Little Saint / Executive Producer: Robert Nackman
Director: John Grammatico
Editor: Sean Halvorsen / Hootenanny 
VFX/Finish: The Mill Chicago
Audio: Mark Ruff / CRC
Still Photography: Jacob Hand