• by Erin Everhart , Staff Writer, April 21, 2025

In 1992, Gary Chapman, a Baptist minister from China Grove North Carolina, coined the Five Love Languages which outlines how people express and receive love. According to Chapman, these five languages are: Words of affirmation, quality time, gifts, acts of service and physical touch.

I’m no love expert, but if I were to add a sixth language to that list, it’d be cleaning.

I love a clean house. The smell of the kitchen counters after you wipe them down. The way you just feel cleaner when bathing in a sparkling shower. The crisp coolness of freshly washed sheets. There’s just nothing better. Somehow, I married a man who loves cleaning more than I do. (My friends tell me how lucky I am every day.) For everyone else who’s not in this fortunate scenario, CLR Brands is here to help.

CLR is one of those under-the-radar brands. The name might not immediately register recognition, but there’s no denying you’ve spotted the gray bottle with green, orange and yellow Calcium, Lime, Rust labeling. And now, they’re tapping into that intrinsic feeling of cleanliness, showing how a little spraying and scrubbing doesn’t just clean houses: it heats up your relationship. 

CMO Jaci Volles joins us this week to talk about how they’ve moved beyond product labels to connect with customers on a more personal level. You can listen to the entire podcast here and catch Jaci live at our CPG Insider Summit in Nashville on May 18-21.