Clorox Bleach: Bleach it away Taxi

Clorox Liquid Bleach has been a household cleaning staple for nearly 100 years. But in recent years, penetration of Clorox Bleach among those under the age of 35 had dropped to an all time low. To make the brand more relevant with younger consumers, DDB West moved away from the traditional and more functional message of "whiter whites" and launched a campaign called Bleachable Moments. The idea is based on the fact that there are some moments in life that are so uncomfortable, they require not just a physical cleaning, but a psychological cleansing as well. And what is the one place in the world filled with more uncomfortable moments that you want to erase? Las Vegas. Launched last week during CES, the "Bleach it Away" Vegas campaign includes 100 taxi toppers and two large interactive billboards (located at the Fashion Mall and Miracle Mile). The interactive billboards feature a variety of cheeky mad-lib style statements where viewers can add in their own leachable moment, such as "I ____ed my ____ in Vegas" and "I just got ____ed by a ____" . By going to the website bleachitaway.com/vegas, participants will be sent a link where they can view a photo of their response on the billboard and share it with their social networks.
Other elements of the campaign include a limo confessional offering people a free ride in exchange for a story about their wildest, most regrettable Vegas moments, which Clorox will 'bleach' away (bleep out). And Street sweepers on the Strip sporting the "Bleach it Away" tagline and url.