Marketplace Briefing: How a cartoon frog wizard is helping Clorox sell Pine-Sol on TikTok Shop

TikTok users scrolling through Pine-Sol’s page are greeted by a frog wearing a wizard hat, an anime girl, a dancing banana and brightly colored bottles labeled “OMG da Pine.” The account looks more like a Gen Z meme page than the home of a cleaner that has been around for nearly a century. Now, these oddball cartoon characters want to sell you cleaning products. 

In May, Pine-Sol began selling four limited edition scents exclusively through TikTok Shop, giving shoppers the chance to buy bottles tied to the fictional characters that had already become part of the brand’s online universe. The scents, including Magic Matcha, Strawberry Shine, Banana Boogie and Midnight Espresso, sold out within hours, according to Clorox.

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