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-- WITH PHOTO -- TO ENTERTAINMENT, AND NATIONAL EDITORS:
Clorox@ Puts the "Ick" in Improv via an Online "Ick-Prov" Comedy Event
OAKLAND, Calif., Apr. 9, 2014 /PRNewswire-USNewswire/ -- #Eww
#RuinedOutfit #PassTheWipes #IsItWineTimeYet. Whether commiserating,
venting or simply laughing it off, moms and dads today are
well-acquainted with the ick that accompanies parenting and aren't
afraid to share it with their peers across social media. Taking
inspiration from these messy parenting posts, pics, tales and tweets,
The Clorox@ Company, as experts in ick, is celebrating with the Clorox
Ick Awards. This real-time social media, improv comedy event
celebrates the messy moments of parenting, as shared by real parents.
Second City@ Communications, the business solutions division of the
world's premier comedy theatre and largest school of improvisation and
sketch comedy The Second City@, will help Clorox celebrate the humor
in life's ickiest moments with four hours of "Ick-Prov" from 6 - 10
p.m. ET on April 9. Twitter participants will be the creative force
behind the Clorox Ick Awards, sharing funny stories from parenthood in
real time using #Ickies. Chicago's best improvisers will then reenact
for award categories like "Showdown Mess" and "Most Epic Mess." Adding
to the laughs, Saturday Night Live and The Second City@ alumnus and
mom, Rachel Dratch, will host the CloroxIck Awards. The result will be
a chronicle of messy mishaps told through personalized video content
any parent can laugh at, and very likely relate to.
"As a dad of two, I experience a daily dose of ick," says Charlie
Capen, co-founder of parenting website "How to Be a Dad" and Clorox
Ick Awards social media host. "Some messes can lead to tears of
laughter, but too often they are just tears of frustration. My
co-conspirator, Andy Herald, and I are excited to be working with
Clorox to hopefully help other parents get past the mess and create
some well-deserved tears of laughter through the Clorox Ick Awards."
The CloroxIck Awards build on the Clorox@ Ick-tionary@
(www.icktionary.com), a wiki-style dictionary made for parents, by
parents that was launched in 2013, bringing to life the new "language
of mess." The online, interactive forum allows parents to gain a fun
and positive perspective about the ick in their life, with terms such
as:
-- Spillates (spil-Iah-teez) - Stretching exercises that tone muscles
and improve flexibility when you're wiping up spills under tables and
on countertops
-- Petrifries (pet-ruh-frahyz) - Week-old French fries found stuck in
the toddler's high chair
-- Sasplotch (sass-ploch) - Mysterious giant footprint throughout the
house
"We're always looking for new ways to connect with parents to
celebrate the humor and humanity of real-life messy situations," says
Jennifer McKnight, Associate Director of Marketing for The Clorox
Company. "Their stories define our brand, and we're so honored to play
a role in bringing those stories to life. With Ick-Prov, it's fun.
It's personal. And now, it's live!"
To learn more about the Clorox Ick Awards and how Clorox helps fans
laugh through the mess, visit www.clorox.com.
The Clorox Company The Clorox Company is a leading multinational
manufacturer and marketer of consumer and professional products with
approximately 8,400 employees and fiscal year 2013 revenues of $5.6
billion. Clorox markets some of the most trusted and recognized brand
names, including its namesake bleach and cleaning products: Clorox
HealthcareT, HealthLink@, Aplicare@ and Dispatch@ products, Green
Works@ naturally derived products, Pine-Sol@ cleaners, Poett@ home
care products, Fresh Step@ cat litter, Glad@ bags, wraps and
containers, Kingsford@ charcoal, Hidden Valley@ and KC
Masterpiece@ dressings and sauces, Brita@ water-filtration products,
and Burt's Bees@ and gud@ natural personal care products. Nearly 90
percent of the company's brands hold the No. 1 or No. 2 market share
positions in their categories. Clorox's commitment to corporate
responsibility includes making a positive difference in its
communities. In fiscal year 2013, The Clorox Company Foundation
awarded $4 million in cash grants, and Clorox made product donations
valued at nearly $15 million. For more information,
visit TheCloroxCompany.com.
Second City Communications Second City Communications is the business
solutions division of the world's premier comedy theatre and largest
school of improvisation and sketch comedy, The Second City. Drawing on
The Second City's 50-plus year legacy of connecting audiences with
powerful and incisive content, Second City Communications works with
hundreds of Fortune 1000 clients each year to develop unique content
marketing campaigns, blended learning campaigns and internal
communication solutions. For more information, visit
www.secondcitycommunications.com.
Logo - http://photos.prnewswire.com/prnh/20140409/DC00245LOGO
SOURCE Clorox
-0- 04/09/2014
/CONTACT: Rita Gorenberg, The Clorox Company, Rita.Gorenberg@clorox.com, 510-208-4149; Whitney Press, Ketchum, Whitney.Press@ketchum.com, 202-835-9460
/Photo: http://photos.prnewswire.com/prnh/20140409/DC00245LOGO
AP PhotoExpress Network: ADD PRN#
PRN Photo Desk, photodesk@prnewswire.com
CO: Clorox
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