The Clorox Company Case Summary

599 Words3 Pages
The Clorox Company is well known for its leading bleach brand, but the company does more than produce bleach alone. The Clorox Company owns Hidden Valley salad dressings, Burt’s Bees personal care, and Brita water filtration products. A strong brand awareness ensures a company’s future financial viability through customer loyalty and a good reputation. With a steep growth in the usage of social media, there are new possibilities for brand awareness. Social media allows companies to target younger generations and build early on an appreciation for specific companies. I propose that The Clorox Company should construct a five-month long branding awareness campaign on social media outlets for three of their acquired brands to boost customer loyalty, and ultimately change the way consumers see The Clorox Company.
Problem Analysis: The Clorox Company is dedicated to advertising sole products, instead of the overall brand. In 2006, Green Works was launched and The Clorox Company devoted over $25 million dollars in advertising, and over two years to the launch of the eco-friendly line of
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The advertising department has loss sight of what to focus on with having to advertise for food products, household products and personal care products. The Clorox Company has in turn seen sales slow down even after spending billions on advertising (Neff). Although, the CEO of The Clorox Company, Don Knauss argues the real issue with brand awareness is that the company’s advertising is not “engaging” or “persuasive” (Neff). The current scale of the problem is quite large considering many consumers are aware of The Clorox Company and brands like Burt’s Bees, but are not aware of their connection. With a five-month campaign recognizing The Clorox Company on multiple social media outlets the future scale of the problem will
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