Porcelain Pep Talks

Most men (80% according to one survey) admit to using their phone on the toilet, with scrolling social media clocking in as a top activity, especially for Gen Z. And the habit hasn’t gone unnoticed. CLR Brands and its creative AOR Betty are taking advantage of this captive audience with “Porcelain Pep Talks,” a campaign meant to reach men where they’re already reading. The message is simple: CLR cleans over 100 household surfaces. And tackling any one of them makes you look better to your partner.

Across social, digital and even print ads displayed on the stall doors of men’s restrooms, CLR Brands is sharing over 100 cleaning tips designed to help people impress their partners by paying attention and putting in elbow grease. The print ads are even equipped with a QR code that links to a landing page list so men can study up while they’re sitting down.

With advice like, “Putting the seat down is thoughtful. Cleaning underneath it is romantic,” and “Putting away the dishes is considerate. Cleaning the dishwasher is swoon-worthy,” the campaign highlights the real life use cases of CLR cleaning products, along with the insight that people find their partner more attractive when they participate in household chores.

This is the latest installation of the broader “So Clean. So Hot.” campaign from CLR Brands, introduced in 2024. See the creative HERE. Below are some additional details on the influencer partnerships associated with the campaign, as well as the insights that inspired the campaign. If you’d like to speak about the work further, Heath Pochucha, SVP, Executive Creative Director at Betty, is available for interview and commentary.

The campaign includes influencer partnerships with creators such as The Blonde Brewer and Beleafmel, who will bring humor to the influencer content by playing either the Motivator (encouraging a bathroom lingerer to clean) or the Hint Dropper (leaving subtle reminders to clean with CLR).

Each creator will receive a custom CLR Brands cleaning kit, including branded toilet paper featuring playful messages like, “Clean the rust. Ignite the lust.” and “Less limescale = More makeouts.”