Clorox: New Creative Project Work

1. NEW BUSINESS PITCH BRIEF
CLOROX
CREATIVE PROJECT WORK

2. Despite being on a roll with its top line and stock performance rising above the rest of its industry, Clorox Co. is reviewing its
creative agencies. Omnicom's DDB, San Francisco, leads a roster that includes sibling Critical Mass, WPP's AKQA on digital
and Raleigh, N.C.-based Baldwin& on Burt's Bees. DDB and Baldwin& are defending.
The move comes despite a strong run for the company under CEO Benno Dorer and CMO Eric Reynolds, which has
included 5% organic sales growth last fiscal year and 6% growth last quarter. Brands include Clorox household products,
Hidden Valley, Burt's Bees, Brita, Kingsford Charcoal and more. The company was honored as part of Advertising Age's
Marketer A-List for 2015.
The agency review for "lead creative partner or partners" should be complete by the spring, said spokesman David Kellis.
The end result could be a single agency handling all brands, including lead creative and digital duties or dividing duties up.
"We're certainly looking at both models, including a lead creative partner that would also cover digital and social," he said. "It
just depends on which agency comes forward with the best ideas an approach."
The review wasn't prompted by performance but by "a need to look at different approaches, and to ensure we're positioned
for the marketing transformation and digital transformation in the future," he said.
The company has been shifting into digital media faster than most of its peers and expects to spend more than 40% of its
global media budget on digital in the current fiscal year, which began July 1. Clorox spent $523 million on advertising
worldwide last year.
OVERVIEW

3. The Clorox Company, based in Oakland, California, is an American multinational manufacturer and marketer of consumer
and professional products with approximately 7,700 employees worldwide as of Dec. 1, 2014. The company’s fiscal year
2014 net sales were $5.5 billion, which ranked #451 on Fortune’s 2014 Fortune 500 list.
Clorox products are sold primarily through mass merchandisers, retail outlets, e-commerce channels, distributors and
medical supply providers. Clorox brands include its namesake bleach and cleaning products, as well as Brita, Burt's Bees,
Formula 409, Glad, Hidden Valley, Kitchen Bouquet, KC Masterpiece, Soy Vay, Kingsford, Liquid-Plumr, Mistolin,
Pine-Sol, Poett, Tilex, S.O.S., and Fresh Step, Scoop Away and Ever Clean cat litters.
In 2008, The Clorox Company became the first major consumer packaged goods company to develop and nationally launch a
green cleaning line, Green Works, into the mainstream cleaning aisle.
In 2011, The Clorox Company integrated corporate social responsibility (CSR) reporting with financial reporting,
demonstrating their commitment to their five pillars: Performance, Planet, People, Products and Purpose.
BACKGROUND SUMMARY

4. SALES BY SEGMENT
HOME CARE: 17%
CLOROX - PINE SOL - TILEX
GREEN WORKS - 409 - PLUMR
LAUNDRY: 10%
CLOROX - CLOROX3
PROFESSIONAL PRODUCTS: 5%
CLOROX - APPLICARE - HEALTHLINK
BAGS & WRAPS: 14%
GLAD
CHARCOAL: 10%
KING SFORTZ - MATCH LIGHT
CAT LITTERS: 6%
FRESH STEP - SCOOP AWAY
INTERNATIONAL: 21%
POETT - MISTOLIN - AYUDIN
BURT’S BEES - CLOROX
DRESSING & SAUCES: 9%
HIDDEN VALLEY - MASTERPIECE - BLUE
WATER FILTRATION: 4%
BRITA
NATURAL PERSONAL CARE: 4%
BURT’S BEES
21%INTERNATIONAL
32%CLEANING
17%LIFESTYLE
30%HOUSEHOLD

5. The Clorox audience is primarily composed of Generation X women (35 to 44 years old), 64% of
whom are married, with just over half having children.
The majority is college educated and almost 7 out of 10 Clorox customers earn between $40,000
and $70,000 per year.
Target Segment: Clorox audience
STATUS
Married (64%)
INCOME
$40K - $70K (69%)
GENDER
Female (87%)
FAMILY
With Kids (54%)
AGE
35-44 (35%)
EDUCATION
College (67%)
AUDIENCE ANALYSIS

6. The primarily female Clorox audience is interested in beauty & wellness matters as well as Home decoration and food, which
lead the rankings with the highest popularity.
This group also shows familiarity with technology, using the web to perform daily activities (what we call the netizen trait).
These individuals are confident about their lifestyles and have positive images of themselves. As a rule, they’re not interested in
changing much, as indicated by the “just a trim” and “self applied style” beauty traits.
The same concept is reflected in their approach toward food, which classifies them as thoughtful eaters maintaining a balanced
diet, but not following a particular diet or trend.
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Beauty and Wellne...
Home Decorators &...
Foodies
Travelers
Pet Lovers
Fashion Lovers
Netizens
Gamers
Business People
Motor Lovers
47.58%
23.83%
56.16%
7.33%
18.23%
31.32%
7.85%
18.63%
9.49%
10.38%
190.33
184.46
182
171.21
164.34
155.88
144.85
142.49
132.97
129.42
182.26
169.55
179.05
148.82
153.12
153.79
131.85
138.79
125.65
124.12
POPULARITY
711162643
25.26%
REACH
0.47% 12.18% 39.86% 56.16%
190
TECHIES
SPORTS ENTHUSIASTS
PUBLIC FIGURE
FOLLOWERS
TRAVELERS
MUSIC LOVERS
BEAUTY & WELLNESS
AWARE
ENTERTAINMENT
JUNKIES
HOME DECORATORS
AND DIYs
FOODIES
NETIZES
PET LOVERS
FASHION LOVERS
OUTDOOR
ENTHUSIASTS
BUSINESS
PEOPLEMOTOR LOVERS
GAMERS
POLITICALLY ACTIVE
Top 10 Psychographics

7. food lovers
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
1 Thoughtful Eaters
Alcohol Connoisseurs
Food-To-Go
Self-Conscious Snackers
Fast Food Fans
Home-Chefs
5.13%
14.12%
2.37%
1.77%
8.22%
0.63%
197.49
139.89
134.68
116.43
40.68
54.77
163.38
134.13
115.94
101.94
62.81
55.32
beauty and wellness aware
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
1 Just A Trim
Cosmetics Conoisseurs
Healthy Media
Self Applied Style
You Are What You Eat
Fitness Fanatics
18.25%
9.85%
1.06%
24.66%
3.02%
0.54%
196.6
194.83
192.19
188.37
166.48
97.35
174.63
167.23
149.53
172.56
138.78
82.94
Top Psychographics

8. INSIGHT
Since this group is so web-savvy, marketers can reach them easily using online media, especially sites that talk about
their main interests: food, life as a mom, health and couponing. In terms of TV viewing habits, they watch family
oriented stations as well as home related (HGTV/Food Network) and female-oriented channels (Lifetime/tlc).
Taking a look at this group’s media consumption, we notice that 3 types of media dominate: Websites, Apps and
TV.
Mobile Apps and TV are used mainly for entertainment purposes. On mobile, these women are heavy users of
popular casual games like Candy Crush, as well as gambling games like bingo.
On TV they tune into family oriented entertainment, with channels like Hallmark on top by relevance.
Alternatively, they watch programs whose content can be related to their top interests, like house & garden and
cooking.
On the web, this group is highly active on couponing websites, which reach broad shares of the audience. But as
shown by the top website genres, they are also online seeking recipes and practical tips for everyday living.
If you want to find this target online, you need only find recipe websites, like Country Crock and Campbell’s
Kitchen, online parenting communities where users share tips and experiences, and finally health & beauty
websites that focus on healthful living through diet.
MEDIA USAGE

9. TOP website genres
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
1 Food
Kids
Gossip
Health
Beauty
40.19%
7.59%
5.51%
18.86%
6.38%
177.84
171.16
155.03
146.84
146.22
171.64
149.1
135.66
141.83
130.99
POPULARITY
661092440
32.39%
REACH
4.13% 17.41% 49.28% 68.33%
177
MUSIC
ENTERTAINMENT
KIDS
KIDS
BEAUTY
UNION
FOOD
TRAVELMOVIES
NEWS & SEARCH
ENGINES
BUSINESS
MEDIA USAGE

10. MEDIA SPECTRUM
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
1 Websites
Apps
TV
Magazines
Radio
Newspapers
92.74%
60.97%
55.28%
34.91%
26.68%
5.54%
118.31
147.72
135.19
76.62
69.74
40.89
144.29
157.39
147.61
102.32
94.4
59.6
REACH relevance
10063265.93%4.45%2.97%1.48%<0.01% 137 174
Hallmark Channel
Lifetime
Hallmark Movies & Mysteries
TLC
Food Network
HGTV
Dish Network
OWN: Oprah Winfrey Network
The Weather Channel
Time Warner Cable
FASHION HEALTH MAGAZINES
MEDIA USAGE

11. Clorox recently leveraged a partnership with the Huffington Post to place Clorox branding alongside native/custom content
from Huffington Post’s mommy bloggers that includes blogs, images, infographics and videos about parenthood and its
inevitable messes. Clorox Healthcare also partnered with the Alliance for the Prudent Use of Antibiotics (APUA) to raise
awareness and educate for comprehensive infection control.
With just these two partnerships, Clorox has touched 2 of the 3 themes catalyzing the online traffic for their target audience, as
we saw in the media usage analysis: life as a mom with Huffington Post, and Health with the APUA.
However, the third theme we identified as heavily engaging Clorox’s audience, Food, remains unexploited.
Stepping into food influencers, Clorox could engage with its audience by partnering with their favorite cooking blogs to
promote the use of the brand’s products in the kitchen.
INSIGHT
Increase Clorox’s brand recognition and popularity by showcasing the many uses of Clorox products in every
interest category. Clorox is already partnering with brands covering health and parenthood, but Food and
Beauty offer additional opportunities to highlight green and natural products like Burt’s Bees.
BUSINESS OPPORTUNITIES

12. BUSINESS OPPORTUNITIES
FOOD
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Country Crock
Campbell's Kitchen
The Pampered Chef
Progresso
Good Cook
Recipe.com
Restaurant.com
Tablespoon.com
Crock-Pot Ladies
Hungry Girl
6.13%
3.83%
2.03%
1.46%
1.17%
1.24%
1.63%
1.51%
2.09%
1.96%
199.02
198.12
196.26
199.18
198.89
196.33
192.99
188.96
183.2
182.32
165.85
161.58
156.02
155.95
154.52
153.14
152.5
149.36
147.49
146.49
POPULARITY
661092440
32.39%
REACH
4.13% 17.41% 49.28% 68.33%
177
THE PAMPERED
CHEF
PROGRESSOPROGRESSO
RECIPE.COM
RECIPE.COM
COM
RESTAURANT.COM
COUNTRY CROCKCAMPBELL’S
KITCHEN
CROCK POT
GIRL
2 TOMATOES
HUNGRY GIRL
TABLESPOON.COM
SOUTHERN LADY

13. Furthermore, this is a casual gaming audience, which they enjoy along with apps for couponing and samples. This unique
combination sparks the opportunity to involve them in interactive mobile contests - essentially, gamifying marketing and
offering coupons and samples as rewards.
It is unusual to find such a strong gaming interest within the 35-44 age demographic, but this audience enjoys mobile puzzles,
finding hidden objects, and other games that can be played in spare moments (not requiring long-term commitment).
As far as classic entertainment is concerned, like books, music and movies, this group isn’t very interested. In fact, music and
movies underperform by popularity and relevance index. TV Shows are the only entertainment genre that, by relevance, exceed
100 points.
On breaking down the TV show genres, we notice the tendency to overlook dramas, comedies and the other fictional genres in
favor of more “real life” shows the feature families and friendly competition.
INSIGHT
The Clorox audience is a non-fiction crowd, hardly engaged by fiction entertainment. They prefer Reality
Shows, Game Shows and Talk Shows including Duck Dynasty, The Ellen Degeneres Show, and American Idol.
CREATIVITY INSIGHTS

14. MEDIA SPECTRUM
# NAME REACH POPULARITY RELEVANCE
2
3
1 TV Shows
Movies
Music
80.37%
64.35%
75.38%
70.83
50.33
41.7
110.34
93.26
89.92
REACH relevance
100897988.40%66.30%44.20%22.10%<0.01% 111 121
TV Shows
Movies
Music
CREATIVITY INSIGHTS

15. TOP GAMERSTOP TV SHOWS GENRES
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Reality Shows
Game Shows
Talk Shows
Talent & Variety Shows
Dramas
Documentary & Nonfiction
Family-Oriented Shows
Other
Sci-Fi & Fantasy Shows
Comedies
43.47%
5.37%
25.15%
20.26%
52.59%
10.92%
15.82%
10.30%
18.51%
42.56%
128.93
113.6
112.5
106.24
84.15
80.95
50.75
38.5
35.75
34.24
140.08
107.83
122.21
115.55
112.88
92.29
75.88
63.44
67.56
76.67
CREATIVITY INSIGHTS
REACH relevance
100571419.31%14.48%9.66%4.83%<0.01% 143 186
Casual Gamers
Free Time Gamers
Hardcore Gamers
Mobile Games, Food and Beauty are interests that have
been untapped, as of yet, by Clorox creatives. However,
leveraging partnerships with Food and Beauty blogs, and
possibly developing a game/coupon app, could open up
new avenues to reach Clorox’s target audience.

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