We have had such fun with the Business Communications blog and have been extremely pleased with the visits and comments since launch. We want to keep the content fresh and frequent so are taking a new approach. I will be inviting more experts within DDB to provide their insights and points of view. This will give you exposure to a greater range of thought while covering regional and industry trends. Keep coming back because the content will be great.
--Jeff Swystun

Producing a music CD may seem like the last thing a company that manufacturers bleach would ever do, but if you listen to Clorox consumers it makes perfect sense.

And that is exactly what DDB San Francisco did. Postings on You Tube, multiple blogs, and an unprecedented number of emails from consumers asking where they could get the music from Clorox commercials, was enough to convince us to approach the client with the idea of creating a CD. And it took Tarang Amin, VP of Clorox Global Franchise about two seconds to agree to do it.

Entering the music business for the first time, The Clorox Company ventured into un-chartered territory, but together we were able to navigate the terrain. Our team collaborated with music houses to extend original tracks from various thirty second commercials, named the CD "The Blue Sky Project" and designed the original album cover art. Both agency and client agreed that half of the profits from the CD should be given to a charity. Seeing that the Clorox Brand was focused on healthier lives and specifically the well-being of children, we identified the perfect beneficiary: MuST (Music In Schools Today), a nonprofit organization that supports music programs in low income public schools (mustcreate.org).

The Blue Sky Project was released in early March and is now available for purchase on iTunes® and 50+ other online retailers for $6.93. In addition to the original compositions, the CD includes recordings from independent ,artists featured in commercials. A cool story that further proves that consumers today are both channel and audience for marketing messages.

Lisa Bennett, Chief Creative Officer & Managing Partner, DDB San Francisco

Posted on May 12, 2008 9:33 PM | Permalink | Comments (1)