Clorox Disinfecting Wipes Are Out of Sight

Clorox ad.

It’s a dog-eat-dog world in the land of marketing. So when Clorox redesigns the container for their Disinfecting Wipes product and then tells you how great it looks, you have to be a bit skeptical.

They key to understanding this ad is the line “It just looks really cool next to the toaster.”

Most people who buy disinfecting wipes keep them under the sink, in a cabinet, or in some other out-of-the-way place. The marketers at Clorox know that out of sight is out of mind. The idea here is that if they make the dispenser attractive, they might be able to convince you to leave it out where you can see it. If you can see it, you’ll use it more (especially if you don’t have to go digging around for it under the sink). If you use it more, you’ll have to replace it sooner. If you replace it sooner, Clorox sells more product.

And you thought they were just interested in beautifying your kitchen.

By Marc Librescu


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