Chux and Spotify put feel-good vibes back into cleaning in new campaign via Connecting Plots
Chux is pairing music with its smart range of products to make the chore of cleaning quicker and more enjoyable than ever before in a new campaign created by Connecting Plots.
According to a survey commissioned by Jelmar in 2019, research shows that listening to music is not only pleasurable but also makes everyday tasks (like cleaning) more enjoyable. When people listen to music, their brains can trigger the release of dopamine. That’s why cleaning playlists are the MVP of Spotify. A quick search of “Cleaning Playlists” on Spotify will show how incredibly popular they are. With hundreds or thousands of playlists dedicated to music to clean to, these playlists see a notable surge in streaming, especially during spring and summer periods.
So Chux, alongside #cleantok influencer Brit Cunningham, has curated the ultimate summer cleaning playlist – ‘Clean Like No One Is Watching’ on Spotify, supported by advertising, contextual media placements and influencer content to road test it and encourage communities to contribute to the playlist.
“Chux products have always been thoughtfully designed to get the job done,” says Clorox Marketing Director, Lee Everson. “Adding some music to set the mood, we are hoping to inject a little joy and positivity to keep people upbeat and motivated. The new year is the right time to do this as it’s where routines are set for the year ahead.”
“We’re not saying cleaning is fun. That would be a lie,” adds Connecting Plots Co-Founder, Dave Jansen. “But that doesn’t mean we can’t associate cleaning with a bit of playfulness and fun. Music is the universal shortcut to just that.”
With the Spotify branded playlist launching on 20 January 2025, the campaign will roll out across Spotify ads, Meta, digital OOH and influencers throughout the summer period.
Client: Clorox
Marketing Director ANZ: Lee Everson
Marketing Manager: Lauren Way
Brand Manager: Katrina Villamor
Creative Agency: Connecting Plots
Chief Creative Officer: David Janson
Strategy Partner: Craig Page
Senior Art Director: Alexa Burchell
Senior Copywriter: Phil Barnes
Senior Account Director: Alana Spinelli
Design Director: Blair Palmer
Creative Operations Director: Mary Morrell
Social & Influencer Agency: a.glo
Managing Partner: Kent Pearson