Clorox Dubunked; Vote Daisy
Posted by Luke on August 24, 2010
A few months ago, Clorox’s lawyers sent a friendly note to Method telling them that they were infringing on Clorox’s trademark of a daisy that they use in the graphics design of their Green Works cleaning products line. Essentially, Clorox argues that they own the rights to using a daisy when it’s used to promote green cleaners. Method has also used the daisy for quite a while, and wasn’t intentionally trying to leverage Green Works’ brand equity… because apparently Clorox has so much of it considering they just entered the category.
This is a classic example of a major corporation being threatened by a new entrant and then throwing money at lawyers to try to drive the smaller guy out, or at least make them spend some money. And I take that back about Method being the new entrant. They’ve been selling green cleaning products longer than Clorox. They created the category alongside of Seventh Generation, Biokleen, and ECOS. They are the reason why Clorox launched their Green Works line. Method was stealing their market share from Clorox’s conventional, toxic products.
What is silly about Clorox’s approach to me is that they are trying to promote themselves as a green company, even greener than Method. What they fail to state in their “friendly note” or in their marketing materials is that 99% of the products they sell are made from toxic chemicals and have nothing natural about them. So, it’s really up for consumers to decide. Do you fall for Clorox’s marketing tricks? Do you support a company who does nothing but green (Method), or a company who does nothing but 1% green (Clorox)?
Method took this battle to the street to encourage consumers to speak up about who owns the daisy. They launched a viral campaign (see www.votedaisy.com) in which people can vote for who should own the daisy… and they aren’t saying that Method should own it. They think Mother Nature should own the daisy. Now that’s brilliant marketing. Checkout the video…