The marketing challenge was to increase brand penetration & relevancy of a 100-year old brand. To do this, the brand needed to develop both a purpose-driven Masterbrand Idea, then scale this idea across four sub-segments (wipes, sprays, bleach, toilet). Several research methods were used for this venture: segmentation & target ethnography, cultural trends analysis, brand equity drivers, cross-portfolio equity drivers, behavioral studies, creative territory quals & idea labs, biometric validation, and advanced marketing-mix analysis. First, research lead to the insight that engaged cleaners are emotionally motivated by the pay-off AFTER the clean. A clean environment truly transforms feelings of stress & anxiety into calm & happiness. Indeed, cleaning is truly a transformative force that creates a welcoming environment that enables human potential. By focusing more on what comes AFTER, Clorox can change the script for why cleaning is relevant.