Liquid-Plumr's Slogans & Taglines

Liquid-Plumr was acquired by The Clorox Company in 1969, entering a market long dominated by competitor Drano. Through aggressive marketing and a user-friendly liquid formula, the brand quickly captured roughly half of the rival's consumer base, establishing itself as a household name in American drain care. Headquartered in Oakland, California, Liquid-Plumr has since operated as a flagship Clorox brand for over five decades.

The brand's core products are chemical drain cleaners, available in gel, foam, and liquid formulations designed to dissolve hair, grease, soap scum, and food buildup. Its portfolio includes industrial-strength gels, foaming clog fighters, hair-clog eliminators, and kitchen-specific solutions, many featuring PipeGuard technology to protect pipes while clearing blockages.

From its early days as a straightforward drain opener, Liquid-Plumr has evolved into a bold, entertainment-driven brand. The 2017 campaign introduced the tagline "There's a Plumr in All of Us," while the viral "Will It Clog?" YouTube challenge in 2018 demonstrated the product's power against extreme messes. This journey reflects a shift from purely functional messaging to a confident, humorous identity that turns an unpleasant chore into a satisfying victory.