10th Annual Shorty Awards Categories

The 10th Annual Shorty Awards will be held April 15th, 2018 in NYC. See below for official categories.

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

Bleach Like a Boss

Entered in Art Direction


Consumers are afraid of liquid bleach. And rightfully so. It splashes and damages, resulting in a category freefall as Millennials switch to bleach wipes and crystals.

To make matter worse, the liquid bleach category is boring and in need of a long-overdue shake-up. So combine the obstacles of fear, declining sales, and the category being a total snoozefest…how can a bleach solve that?

Meet CLORALEN Platinum Splash-Free Bleach Liquid Gel. A bleach innovation that dared to enter a declining category at a premium-price point with a goal to grow category sales and shift a negative consumer perception.


Through research, we found an overwhelming number of consumers take special precautions to avoid bleach accidents. Donning a separate set of "junk" clothes and thick rubber gloves is common when using liquid bleach. Simply put, bleach is a bully, and it was winning.

CLORALEN Platinum provides total control so anyone can Bleach Like a Boss.

Bleach Like a Boss is grounded in a take-charge strategy that holds no prisoners. A provocative campaign threw down the gauntlet to hype the control consumers have with CLORALEN Platinum. Through bold visuals, inventive product demos, and even memes, CLORALEN stood out in a sterile category and showed that there is only one way you should be using bleach: Like A Boss.


The campaign reframed the consumer perception of liquid bleach and turned bleach skeptics into bleach bosses. The Bleach Like a Boss campaign helped CLORALEN increase its category dollar share by 21%.

Since launching our social channels in April '17, we garnered over 8.5 million impressions on Facebook and 1.5 million impressions on Instagram through the end of 2017. On Instagram, the campaign bolstered more than a 23% average engaged user rate.


Video for Bleach Like a Boss

Produced by

Cavalry, AlEn, USA


Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, YouNow,, and the rest of the social web.

The 10th annual shorty awards will be held april 15th, 2018 in new york city

late Deadline for Brands & Organizations

02 . 22 . 18