Clorox Links Mental Wellness and Cleanliness in New Campaign

'Start Clean' accentuates the connection between physical and emotional health


After years filled with political turmoil, demands for social change and a pandemic that’s taken the lives of more than 1 million Americans, people are exhausted. They’re feeling beat up and worn down. They’re ready for a reset.

This is the thinking behind Clorox’s latest brand positioning, which underscores the relationship between mental wellbeing and a tidy environment.

“We can start clean; not just with our physical messes, but with our emotional messes, too,” says the narrator in a new spot from the century-old

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