Clorox Aims for a Greener Brand Image
January 14, 2008 by Susan Gunelius
Filed under Marketing
When most people think of the brand name Clorox, the environment is not usually something they associate with that brand. Times are changing, and Clorox is trying to reinvent its brand as eco-friendly with its recent acquisition of Burt’s Bees and its introduction of Clorox Green Works. According to The Dieline, even the new Clorox packaging is eco-friendly with a very eye-catching label design, and it’s completely recyclable.
Clorox Green Works is supposedly 99% natural. While I think the green coloring in the clear packages is a bit much and very reminiscent of other products already on the market, I have to give Clorox props for finally introducing an environmentally-friendly product.
I think the strong Clorox brand name coupled with the powerful trend related to buying eco-friendly products will make Clorox Green Works a successful competitor in the cleaning products category, but what I think will really give the brand extension a boost is the new packaging that will surely pop off store shelves. That Gerbera Daisy should really stand out.
I’m not sure what Clorox has planned in terms of advertising to support the nationwide launch of Clorox Green Works that kicked off today, but I think a strong ad campaign to drive awareness, along with the appealing packaging that should be easy not just to notice but also to recognize and relate back to the ad campaign, should boost Clorox Green Works sales quickly.
What do you think?
Tags: Clorox, Clorox Green Works, eco-friendly products, environmentally safe products, recyclable packaging, brand extension, rebranding, new product development, package design
This is a very intriguing development at Clorox, one of many recent green moves (like the company’s acquisition of Burt’s Bees). In April, Green Works will carry the Sierra Club logo so it appears that this new product line is getting some very strong endorsements and the branding, as you mentioned, certainly does stand out.
Ali, Thanks for sharing the info about the Sierra Club logo. Sounds like this should be an interesting product line to keep an eye on!
Clorox with green works in big noticable letters. I think that yeah clorox can get a bad deal when it comes to the negative associations of bleach as being harsh and damaging. The “all natural” sort of.. adjectives to describe clorox will probably help this product in general gain a more earth friendly image.
The problem is.. it’ll probly take em a long time,, and a lot of money before people drop the whole harsh, damaging opinions and adopt the “environmentally friendly one” if.. that’s even possible with a bleach product.