Finding white space everyone else missed
Clorox
Challenge
Natural Vitality needed to build awareness for CALM, its flagship product in a growing mental wellbeing portfolio. The wellness category was crowded with messaging about external stress triggers. How do you stand out when everyone's selling stress relief the same way?
Big Idea
Consumers told us what everyone was missing: the real stress amplifier isn't external — it's the voice inside your head. "I can be my own worst enemy." We created "Calm Your Mind" making internal stress visual and relatable. Extended the platform into seasonal activations that met customers where their minds were getting the best of them: Soberuary, NYC morning commute.
Results
Sales rose 28% post launch
The brand was acquired 18 months after the campaign launch
Spot: Calm Marathon
Spot: Big Preso
Spot: Calm Date
