Clorox Green Works

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Description:
According to the Greenwashing Index website, greenwashing is when a company spends more time and money claiming to be environmentally friendly than their business practices actually implement. If you consider a print or video advertisement to be greenwashing then you would rate it with a high score. If you consider an advertisement to be legitimate then you would rate it was a low score. The Clorox Green Works commercial, is an advertisement for the new environmentally friendly household cleaner. The commercial starts out with a vivid picture of a beautiful field of flowers. Clorox then brings you into a typical family home by showing a mother cleaning and a child sitting at the kitchen counter. The product is demonstrated several times and compared against competitors to show its effects. The commercial states that Clorox Green Works is made with natural plant based ingredients instead of harsh chemicals.After viewing the commercial, I gave it a low score on the Greenwashing Index scale. Clorox did a great job at getting its environmentally friendly message across. The use of nature in the advertisement allows the audience to get the feel of the "green" product. In order to continue their success, Clorox needs to continue to target women who want to make their home more environmentally friendly. Throughout the commercial, Clorox expressed the natural benefits of the cleaner and how it is safer than regular cleaners because harsh chemicals are not used. They also used great product demonstrations which made the consumer feel like the new Clorox Green Works products would get the job done. Also, the appearance of the product itself gives the feeling of an environmentally friendly product which appeals to consumers.
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RATINGS & COMMENTS

2.8meladamson’s
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It's important to remember that even natural ingredients can be harmful to children/adults and pets. Additionally, the use of nature in the ad does not solidify its claim, or its effectiveness against competitor brands.

1.2Green-Rising-Marketing’s
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I disagree meladamson that it doesn't differentiate from competing products. For their target audience, the simple mention of its association with Clorox combats common ideas that green household products don't work, which will immediately differentiate the product. Of course, the difficulty in advertising green is that CLOROX, is anything BUT green in the grand scheme of it's business practices...but I don't see anything wrong advertising a green product line. Holly-www.greenrisingmarketing.com

3.2DylanXVX’s
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Saying something is "Natural" does not necessarily mean what most people think it does. "Natural" ingredients, even in food, means anything DERIVED from a natural source, regardless of chemical manipulation later. Because of this reason, chemicals can be marketed as "all natural". These ingredients can still be harmful to the consumer and the environment for these reasons. I would like to hear what safer ingredients they are using in place of the old, more harmful ones (and then see all of their products follow in its footsteps.)

4.2architeuthis22’s
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Clorox is trying to convince consumers to buy their new "green" product while at the same time continuing to produce, advertise, and sell Clorox bleach. Even if I were to ignore that Clorox is practically synonymous with bleach, based solely on this ad, I doubt the authenticity of GreenWorks. The ad addresses only one factor which suggests "greenness"--made with plant-based cleaners. Are all the ingredients plant-based? Is the product biodegradable? Phosphate-free? Is it in concentrate form to minimize packaging? The ad's buzzwords are "nature/ natural/ naturally." No words address the product's environmental impact; eco-friendliness is simply implied by the name "Green, " the color green, and nature images. By the way, why is the product literally green??? I imagine a brief look-over of a GreenWorks' label in the store would turn off any serious green-aware consumer.

5.0deepgreendesign’s
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I will be more receptive to big chemical companies when they clean up the environmental disasters they have already committed and move forward.Until then, I will use my vinegar, baking soda, simple soap with warm water elbow grease. Who said being green was easy as buying a product?I would also like to see greener packaging. If they could reduce the content to a "kool-aid" crystal type of tetra-pak ( recycleable ) with no water and stop making consumers buy plastic bottles, I will start to think of this stuff as green.What is the lowest possible impact on the environment? Well, its a green solution. All other solutions are not.Sorry Clorox, not so green.

5.0Mr. Sustainability’s
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Hot water and vinegar (perhaps a dash of salt)do a better job most of the time. Cleansers are amoung the worst offenders of water pollution

1.8ac1601’s
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Clorox's Greenworks products really do seem to be environmentally friendly. The advertisement specifies the fact that there are no harsh chemicals fumes in these cleaning products like other regular cleaning products on the market and that they are made from all natural plant based cleaners. The visuals in the commercial help support the idea that their cleaners are natural; there are flowers and green plant life on the screen at all times which really takes in the whole essence of going green. Clorox then goes on to compare their green cleaning products to that of a regular cleaning product and says that they will still clean better than another brand that is not environmentally friendly. If this is true, then using Clorox Greenworks products would be beneficial for the environment and should be used more often. Although I think they have a good product and idea, they should specify exactly how green the chemical make-up of the cleaners is. The ad tells us that the Greenworks products are made with natural plant cleaners but doesn't state exactly how much of the product is completely environmentally friendly. I don't think this ad is very misleading or is trying to fool us; it seems that Clorox has really worked hard on trying to create a green-friendly product line and is improving their standards continuously.

2.6[email protected]’s
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The ad talks to me very generically about the product, Green Works. It says, "without harsh chemical fumes or residue." It does not say that it doesn't have any harmful chemicals in it. Although it may be made from plants partially there is still the possibility that there are harsh chemicals in it. I would have liked to seen them compare the chemicals that are non-existent in their cleaner, but are in the other chemicals from a different brand of cleaner. This would show the consumer that they are a more trustworthy company than their competitors. Their future commercials should make a point to separate themselves from other companies.

1.4hp1045’s
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In attempts to go green Clorox has contributed through their line of Green Works products. I think that Clorox is working with natural products while still keeping the cleaning quality, that they are known for. I rated the add this way because of some changes they have had to make in order to continue getting similar profits and revenue. The cost making this product was higher than other lines so to go green, consumers will have to pay more. Consumers will be willing to pay this small increase knowing that all natural products were used when the product was created. Clorox is doing a good job of not "greenwashing" this line of products and I think it shows through their advertising techniques. During the ad it tells several ways the company is putting their efforts toward being all natural. Although they claim that their products are made from natural plant based cleaners, this is a very broad statement. Many companies who claim they are all about "going green" really aren't doing all they can. This is done through broad statements such as the previous one. To improve the advertisement for their campaign Clorox could go in to greater detail of what type of natural plant based the cleaners are.