Clorox And Reach Agency Tap VAT19, HellthyJunkFood For ‘Will It Clog?’ Campaign

Clorox has tapped two uproarious food and stunt channels to promote its flagship drain cleaning product, Liquid Plumr.

The consumer products giant has partnered with VAT19 (5.6 million subscribers), whose most popular videos include various stunts involving gummy candy, and HellthyJunkFood (2 million subscribers), which concocts giant recreations of famous junk food dishes, for a campaign dubbed Will it Clog?. In two YouTube videos, the creators hilariously clog their sinks and unclog them using the Clorox product. The campaign was conceived alongside Reach Agency — a creative firm that specializes in social videos.

On their channel, the group of friends behind VAT19 tried clogging their drain with bacon, fast food, and chocolate to see if Liquid Plumr was up to the challenge. For their part, HellthyJunkFood hosts JP Lambiase and Julia Goolia baked what they allege is the ‘World’s Largest Lava Cake‘ in an attempt to stop up their kitchen sink. The former video has clocked 256,000 views to date, while the latter — launched last week (see below) — has nabbed 373,000 views.

Clorox has previously collaborated with influencers — and Reach — to great success. Three months ago, the company’s Pine Sol cleaning brand launched the #MyCleanMoves campaign, which challenged Inanna Sarkis and Tianne and Heaven King to perform cleaning dances. All told, the campaign garnered 8.5 million total views to date.

“We wanted to try something new for Liquid Plumr, moving the brand from broad awareness to relatable awareness,” said Clorox marketing exec Bryan Clurman. “With the influencers we’re able to make drain cleaning fun and entertaining by showing how Liquid Plumr tackles exaggerated situations.”