Clorox's Green Housewives: pitting women against each other?
Clorox makes a product line called Green Works.
Pause and consider what an oxymoron it is for a BLEACH company to make an eco-friendly line of cleaning products.
Their bread and butter is harsh chemicals, folks. If they start saving the earth and going green, it undercuts their brand, method, and cornerstone products.
That aside, they have a new ad out: the “Green Housewives.” Watch. Laugh. (Seriously, it’s ok to laugh. Though to be honest, the writing is pretty crappy and it’s not really that funny. Swing-an-a-miss!)
The video ad is titled “Greener Than Thou.“ (See where this is headed yet?)
This could have been funny! Get a better writer and approach the subject in a less divisive way, and I probably would have shared it on my Facebook page for its humor. (Ok, that’s not true, I doubt I’d share a Clorox ad. Just…no.)
This ad accomplishes three things:
1. It makes women who can spot greenwashing seem like extremists. You don’t want to scrutinize labels, ask questions, or educate yourself on the products you use and become some crazy extremist, do you? (Apparently, only smug, white, upper middle class women are “Free range and out of control”…interesting.)
2. The perfect is the enemy of the good, so join Clorox in being good enough. Well played.
3. It pits women against each other. This is the big one. They’ve created this false dichotomy that you’re either “normal” or “extreme.” Divide women and conquer us, Clorox. You’ll never win with the ones who see through your greenwashing, so convince the “normal” women to reject them.
So you’ve watched Clorox’s attempt at a hilarious, viral ad (however poorly executed). Maybe you still don’t like Clorox. But you’ve still subconsciously identified with one side or the other while you watched that, so Clorox wins. Be smarter than the big brand and their marketing.
What do you think? I think the highlighted part hits home.