lol, if they tried to use “Be White” as a slogan, they would really be in deep poop
Clorox spokesman: It's bleach, it makes things white — it's so popular that the verb to bleach is literally defined as ‘to make whiter or lighter in color, as by exposure to sunlight or a chemical agent; remove the color from’ that's why we say “Be White, Use Clorox”.
IOW, make it about the product and illustrate that "removing the color" is precisely the definition of 'bleach' while making the race-baiters look like idiots.