How The Clorox Company Is Rethinking Influencer Marketing

Its brands such as Liquid-Plumr and Fresh Step are gaining ground

burt's bees an clorox wipes
Clorox's Bryan Clurman spoke at Adweek's eCommerce, CPG and Retail Performance Marketing Live Virtual Summit. The Clorox Company

The Clorox Company is no stranger to hiring influencers to better connect with shoppers. The CPG manufacturer isn’t afraid to experiment with atypical marketing strategies, either, such as when it created a mysterious musical artist known as CLRX, who attracted fans on social media with her debut single “So Clean.”

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@hiebertpaul Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.