To me, the Clorox logo on the Green Works package says "bleach." And with that comes the all the secondary baggage: "industrial," "old school," "me-too," "toxic" and "pandering."
To my mom, the Clorox logo on the Green Works Package says "effective."
No lie, ladies and gentlemen, it was the first thing she said when I asked. And this is coming from a lady who has forgotten more about keeping house than I have yet to discover.
So what the hell do I know?
Okay maybe, just maybe, Clorox/Green Works is on to something. Could it be they are right to focus on the market segment that is less concerned about environmentalism and more concerned about "effective?" Yes, according to Joel Makower. And Honestly, I'm all right with that.
Treehugger has a fairly balance assessment of the significance of the product line's entry into the market, one that somewhat justifies the placement of the Clorox logo. This observation from industry innovator Seventh Generation is most salient:
Seventh Generation CEO Jeffrey Hollender summed it up pretty well: "New competitors will only help this category grow faster than it's been growing. The question is, do you want a big piece of a small pie or a small piece of a big pie? We absolutely want the pie to be as big as possible, even if we have a smaller slice. ... To address problems environmentally, we need to get other businesses involved."
That said, I still stand behind my observation: the Clorox logo can't carry the Green Works identity forever. I just don't believe the bold badge logo will be able to compensate long-term for a middlin' Green Works mark. I wish the company had been more aggressive with the latter; if Clorox is so strong a mark that its appearance on the package solidifies my mom's trust, then they could have/should have leveraged its equity in a brand and package that would win over the rest of us.
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