Clorox launches new brand platform, Clean
Feels Good, that looks to inspire individuals to rethink what feels
good
OAKLAND,
Calif., March 11, 2025 /PRNewswire/ -- Today,
Clorox announced a new brand platform, Clean Feels Good, that
reimagines what brings small moments of satisfaction into people's
daily lives. The platform includes innovative research comparing
the emotional responses during common feel-good activities to a
Clorox clean.
Clorox knows the act of cleaning can spark joy. According to an
online survey from Clorox, one in five Americans (21%) said they
clean all the time to improve their mood. But can clean feel as
good as other popular ways to treat yourself, like playing with
puppies or indulging in a latte?
To find out, Clorox teamed up with global neurotech leader,
Emotiv, to test the feeling of clean compared to other feel-good
activities, uncovering that 37% of participants felt better
cleaning the toilet than they did petting puppies**. Participants
also enjoyed wiping coffee rings off the kitchen counter as much as
getting their nails done or having their favorite latte or chai
tea**.
"It may not come as a surprise at Clorox we believe clean feels
good. But finding out through neurotechnology that for some
cleaning felt as good as petting puppies? Now that was unexpected,"
said Tad Kittredge, vice president
of marketing and innovation at The Clorox Company. "Through our new
brand platform, we're hoping to inspire individuals to rethink what
feels good and embrace the small moments of satisfaction cleaning
can bring to their daily lives."
Measuring How Good Clean Feels
Emotiv used
electroencephalography (EEG) technology to measure brain activity
reflecting positive emotions, enthusiasm and approach motivation,
a.k.a. good feelings. The experiment was conducted among 30
participants as they engaged in various cleaning and feel-good
activities.
"Using EEG, we got a glimpse into what the brain is doing while
a participant took part in different activities, from wiping up
coffee rings on the kitchen counter to relaxing in a massage chair.
From there, we measured the differences in activation between the
two sides of the brain, which gives us an indication of how much an
individual enjoyed an activity," said Emotiv Senior Research
Scientist Dr. Nik Williams.
The experiment results revealed that clean feels good – really
good, in fact.
- Cleaning the toilet can often be considered one of the most
undesirable household chores – according to an online survey from
Clorox, 43% of respondents said they do not feel good while
cleaning the toilet*. But neural signatures measured showed that
for 43% of participants, cleaning the toilet felt better than
listening to their favorite song**. Surprisingly, petting a puppy
only felt 5% better than cleaning your toilet** only showing
America isn't quite as warry of the toilet bowl as they
thought!
- Some may think there's nothing better than that first sip of
coffee, but Clorox's experiment showed people don't need an
overpriced latte to feel good: cleaning away gunk and grime from
the sink felt as good as having a favorite beverage**.
- Not only do people enjoy the aftermath of a sparkling space,
but the act of wiping the kitchen counter has a positive effect on
brain activity – with our neurological results showing it felt 6%
better than getting a massage**.
- Even short, simple cleaning tasks had an emotional impact.
Wiping the kitchen counter and scrubbing a sink produced a positive
response similar to more time-consuming enjoyable activities like
watching a funny video or getting a manicure**.
- Of the cleaning activities tested, wiping stains and spills
from surfaces was considered one of the most universally feel-good
cleaning tasks**. Specifically, according to an online survey from
Clorox, 88% of respondents said they feel good after wiping down
surfaces*.
Naturally, individual results may vary. Clorox released new TV
spots, showing real responses from real people. For Madison,
cleaning the toilet felt better than getting a massage, while
wiping the counter felt better than playing a video game for
Travis. But cleaning lost to sipping on a Boba tea, which means
cleaning has more work to do.
For more information about Clean Feels Good and the experiment
findings, visit Clorox.com/CleanFeelsGood or
follow @clorox.
Research Methodology
* Clorox conducted an online
survey from January 14 to January 23,
2025 of 2,000 nationally representative Americans, comprised
of 1,000 Millennials and 1,000 members of Gen Z.
** Emotiv 2025 Study: Clorox partnered with Emotiv
to conduct a neuroscience study from January
12 – 14, 2025, to explore how different activities affected
brain signatures. Using electroencephalography (EEG), the study
compared brain activity in response to 3 cleaning activities and 7
feel-good activities. Where applicable, Bayes Factors indicate the
strength of evidence for differences between activities with
<0.33 indicating evidence for equivalence.
- 11 participants felt better cleaning the toilet than they did
petting a puppy.
- 13 participants felt better cleaning the toilet than listening
to their favorite song.
- The Bayes Factor between 3 cleaning and 7 feel-good activities
was 0.26, indicating equivalence.
- Cleaning a sink felt equivalent to all 7 feel-good
activities.
- Wiping a counter had a 6.1% higher feel-good response compared
to getting a massage and felt equivalent to the other 6 feel-good
activities. Wiping a counter was a consistently enjoyed activity
with the least variation among participants, indicating most
participants had a similar positive response.
The Clorox Company
The Clorox Company (NYSE: CLX)
champions people to be well and thrive every single day. Its
trusted brands, which include Brita®, Burt's Bees®, Clorox®, Fresh
Step®, Glad®, Hidden Valley®, Kingsford®, Liquid-Plumr® and
Pine-Sol®, can be found in about nine of 10 U.S. homes and
internationally with brands such as Clorinda®, Chux® and Poett®.
Headquartered in Oakland,
California, since 1913, Clorox was one of the first in the
U.S. to integrate ESG into its business reporting. In 2025 the
company was ranked No. 1 on Barron's 100 Most Sustainable Companies
list for the third consecutive year. Visit thecloroxcompany.com to
learn more.
CLX-B
View original content to download
multimedia:https://www.prnewswire.com/news-releases/can-cleaning-feel-as-good-as-petting-puppies-new-neuroscience-research-from-clorox-says-it-can-302397500.html
SOURCE The Clorox Company