How a legacy cleaning supplies brand is using Spotify to juice engagement

President and owner Alison Gutterman of Jelmar, the company that makes Tarn-X and CLR, says music and cleaning are an intuitive fit—but that’s only the tip of the spear for her campaign.

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For Jelmar President Alison Gutterman, the idea to launch a branded Spotify playlist started with her own dislike for cleaning.

“I have to be honest,” she jokes, “I am not known for my cleaning skills. It’s one the least favorite things I do on the planet. But put me in a room with some good music, and I’m always moving. I love to dance; I love to move.

“We thought: Maybe I’m not the only one that is inspired by music to clean.”

Jelmar started in 1949 and has become a storied brand in the cleaning supplies industry, more recognizable by the names of its products “Tarn-X” and “CLR.” Gutterman is the third-generation family owner of a company that sells its products in every major retailer in the U.S.

Now the company is launching a series of Spotify playlists to engage with consumers as they use its products.

For Gutterman the move is all about interacting with consumers and potentially bringing in new audiences so they can learn about her storied company.

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