Why It Matters: People are cleaning less and Clorox is out to change that with their current “Clean Feels Good” campaign. The messaging taps into emotional truths – not price or product specs – to connect with consumers.
The current ad campaign brilliantly reframes cleaning as self-care and highlights the immense satisfaction that comes along with it. In a similar way, radio is at its best when it connects emotionally – through familiarity, companionship and routine – not just championing “more music variety” or “ten in a row.”
Clorox’s “Clean Feels Good” campaign taps into deeper emotional insight: the sense of control, satisfaction, and well-being people get from accomplishing a simple but meaningful task – like wiping down the counter, scrubbing the toilet or cleaning out your car.
According to their research, people reported that cleaning felt better than things typically associated with feeling good – including getting a massage or even playing with puppies. Why? Because cleaning restores order, provides control and delivers instant gratification.
That same emotional framework is applicable to radio’s on-air promos and station marketing.
Listening Feels Good
Listening to the radio is a simple act that delivers outsized emotional value.
It’s a small but powerful way to feel connected, entertained, and in control of your environment.
Self-care reframed: Instead of saying “treat yourself to a spa day,” say “treat yourself to your favorite morning show.”
Emotional reward: Position listening as a daily ritual that restores sanity, offers companionship, and makes the day better – just like that clean kitchen counter.
Habit loop reinforcement: Just like wiping the counter becomes a satisfying daily habit, listening to the radio can be embedded into daily routines (commute, lunch break, after-school pickup).
Sample messaging inspired by Clorox:
“You know that feeling when the counters are clean, the laundry’s folded, and the day’s finally yours? That’s the feeling we bring every time you tune in. It’s not background noise—it puts a smile on your face.”
Just like Clorox reframes cleaning as a feel-good ritual, radio thrives when we remind listeners that tuning in is a proven way to feel better, every single day.
Go Deeper on the Clean Feels Good Campaign and let’s keep their favorite station top of mind as their soundtrack of summer.
On behalf of Catherine Jung, Tony Bannon, Jen Clayborn, Mike Landis, and everyone at DMR/Interactive, thank you for driving radio forward.
Onward, Andrew Curran | President and CEO | DMR/Interactive
You must be logged in to post a comment.