Clorox Green Works: What were they thinking?

Are corporations people? I’ll leave that for legal scholars to decide.

Are corporations funny? Uh, almost never.

Today’s evidence comes in a breathtakingly dumb digital ad campaign from Clorox Green Works. It runs the risk of  insulting the consumers of its environmentally-friendly cleaning products while managing to ridicule millions of people who are trying to be more conscious about the social and environmental impacts of the things they buy.

Worse, it’s not even funny.

See for yourself, if you can bear it.

Now, I’ll admit that deep green consumers can be extreme. I’m recalling, right about now, the menu of a 100% organic vegan restaurant called Cafe Gratitude in Santa Cruz where dishes had silly names like “I am Fulfilled” and “I am Open Hearted.” The food turned out to be fantastic.

But Clorox, instead of guiding people through a confusing landscape of sustainability claims, here chooses to caricatures conscious consumers as people who reuse dental floss, who say things like “I can’t believe you’re wearing leather,” who ask irritating questions about the provenance of their fish and who go ga-ga over “local, gluten-free, bio-dynamic, Fair Trade, dolphin-safe, edible” hair conditioner.

I honestly don’t understand what Green Works is trying to do, and reading the press release accompanying this marketing campaign only confused me further. [click to continue…]