Clorox's Rebrand Plays It Safe With an Eye Toward a More Sustainable Future

In an effort to reach younger consumers, they're developing eco-friendly products

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Founded 107 years ago as the Electro-Alkaline Co. with an initial investment of $500 in Oakland, Calif., the firm launched with just one product: Clorox liquid bleach. Horse-drawn wagons delivered the returnable five-gallon jugs of the chemical concoction to clean industrial equipment.

A century later, the brand has expanded into a slew of other household cleaning supplies with and without bleach. Clorox also has changed its look several times since the company’s inception.

Challenge

As an older brand facing an ever-growing crowd of direct-to-consumer cleaning competitors popular with millennials and Gen Z, Clorox needed a new strategy to compete.

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This story first appeared in the Feb. 10, 2020, issue of Adweek magazine. Click here to subscribe.