Scentiva Sub-Brand for Clorox

The cleaning category was focused on strength, efficacy and killing germs. Clorox realized that consumers viewed scent as an important reward from cleaning that competitor brands were not yet delivering.

I led development of packaging that communicated two traditionally opposing concepts: both the sensorial magic of scent and the hardcore cleaning power of Clorox.

The product sold tens of millions of dollars in its first year and performed so well that it was eventually staffed like a standalone business.