Two brands, one exit strategy
Clorox
Challenge
Clorox Ventures was building a portfolio of emerging wellness brands with one clear goal: make them attractive enough to sell. They needed brand platforms, creative strategies, and full-funnel assets for two VMS brands—Natural Vitality CALM and NeoCell—at the same time. Each brand needed its own voice, its own strategy, and proof it could scale. And they needed it fast.
Big Idea
We ran parallel tracks without letting either brand become a version of the other. For CALM, we ignored the crowded "de-stress" space and positioned around quieting the internal chatter—the loop in your head, not just the chaos around you. For NeoCell, we shifted from beauty-only to performance and longevity with "Join the New Age" of aging. Not anti-aging. Better aging. Then we bundled production. Four shoots, two brands, 18 OLVs and 80+ social assets delivered in 14 weeks from strategy to delivery. Under $510K all-in per brand.
Results
Both brands acquired 18 months after campaign launches
Delivered evergreen platforms, not one-off campaigns
Production efficiencies: 4 shoots bundled into one, under $510K all-in per brand
Speed: Creative strategy in 3 weeks, concepts in 3 weeks, production in 8-10 weeks
Spot: Calm Date
Spot: Calm Marathon
Spot: Neocell Artist
Spot: Neocell Mountain
