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Clorox has never merely been about clean, but about what clean makes possible. We spearheaded a major initiative that would elevate the Clorox brand beyond the functional category of cleaning and focus on what our consumer cares about most — growing a happy, healthy family. We started by interviewing stakeholders and conducting a consumer segmentation study. That led to a new brand architecture and the brand promise: Cleaner World. Healthier Lives.
With this new platform in place, we developed an extensive set of brand guidelines and rolled them out to everyone who touched the brand. This led to the launch of a Health & Wellness campaign that encompassed all Clorox cleaning brands. Over the course of five years, the initiative helped double sales of the Clorox Franchise to over $1.5 billion.