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

various clorox products on a yellow background
From a design perspective, Clorox played it relatively safe with their rebrand. Clorox

Key insights:

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.

This story first appeared in the Feb. 10, 2020, issue of Adweek magazine. Click here to subscribe.
@klundster Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.