Clorox's Slogans & Taglines

The Clorox Company (formerly Clorox Chemical Co.) was founded on 3 May 1913 in Oakland, California, by five entrepreneurs who each invested $100 to create America's first commercial-scale liquid bleach factory, originally named the Electro-Alkaline Company. The name Clorox was coined by engineer Abel Hamblet, combining "chlorine" and "sodium hydroxide." Early investors William and Annie Murray rescued the struggling venture by marketing bleach to homemakers. In 1928, the company went public on the San Francisco Stock Exchange. In 1957, it was acquired by Procter & Gamble, but after a decade of FTC litigation, the Supreme Court ruled against the merger, and Clorox regained independence in 1969. Over the decades, the company diversified beyond bleach into a multinational powerhouse with iconic brands including Kingsford charcoal, Hidden Valley ranch dressing, Glad bags, Pine-Sol, and Burt's Bees.

The brand's core products are household cleaning and consumer essentials, including liquid bleach, disinfecting wipes, multi-surface cleaners, laundry additives, and professional cleaning solutions. Its portfolio spans health and wellness, home care, and lifestyle products sold in over 100 countries.

From the 1972 slogan "It does more than the wash" to the 2003 jingle "Mama's got the magic of Clorox bleach" and the 2006 promise "Trusted by generations – All the rage since 1913," Clorox has evolved into a symbol of germ-killing reliability. Today, the company carries the enduring mission "We make everyday life better, every day," reflecting a century-long commitment to cleaner, healthier homes.