July 2005 - Puerto Rico

Bleach Pen is a practical product that has the whitening power of bleach but comes in a handy pen-shaped container. Thanks to its unique shape, Bleach Pen helps you remove stains from small surfaces that would be hard to get to without ruining the colors on the same garment. In addition, Bleach Pen can also be used to clean different surfaces like kitchen tiles.

For its launch in Puerto Rico, Clorox wanted to develop an activity that would inform users of the product's features in a fun, novel way. SIA Interactive developed a 3-D game that shows stained garments and kitchen tiles on screen that must be cleaned by participants, who use a Bleach Pen equipped with a sensor to do the job.

The game made its mark, since it attracted many people who learned about what Bleach Pen does in an original, entertaining way. The promotion visited different points across the island during 12 consecutive weekends, and at every stop, it attracted hundreds of curious participants who came to play and to learn more about the product.

"After the success of the Clorox Colors promotion, we chose to work with SIA Interactive once again. The proposal they came up with was made-to-measure. It took our needs into account and once again showed how effective solutions of this kind are when it comes to spreading the company's message”.

Geraldine Carezis
Brand Manager
The Clorox Company Puerto Rico