S.C. Johnson has kicked off a major green marketing campaign over the Thanksgiving holiday to tell consumers about its pledge to disclose all ingredients in its cleaning products, which includes brands Windex, Nature's Source and Shout.

In a recent New York Times story, the CEO of the privately-owned company discussed S.C. Johnson's commitment to reveal full ingredient lists on product labels, and the impact such a move could have on the marketplace.

The campaign is part of an overarching theme that touts S.C. Johnson as a "family campaign."

"If we're really going to make progress on the environment, we have to empower consumers to make more environmental choices," Mr. Johnson said. "We need to inform them in practical ways and this ingredient disclosure is a very logical next step."

S. C. Johnson is among a lengthening list of marketers that run corporate brand image ads in addition to pitches for particular products. Others include AT&T, Ford Motor, General Electric, General Motors and Procter & Gamble.

"We think the opportunity to get our message out is higher today than it has ever been," Mr. Johnson said, because "the trust the public has in public companies and public-company C.E.O.'s is at an all-time low." -- New York Times

S.C. Johnson made the ingredient disclosure commitment following a voluntary industry initiative in late 2008, where cleaning products companies agreed to list ingredients online, on product labels, or through toll-free numbers and other non-electric avenues, according to GreenBiz.com archives.

S.C. Johnson offered to use all three methods and gave itself a 2012 deadline to comply. It launched a website in 2009 that lists all ingredients, as well as explanation of individual ingredients. This includes preservatives, dyes and fragrances.

Other cleaning products companies that offer full ingredient disclosure include Method and Seventh Generation.