The Clorox Company is a leading US manufacturer and marketer of household care and other products. The group controls a mixed bag of different brands, but it is best-known for its namesake bleach, marketed as both a household disinfectant and a laundry additive. The brand has also been extended into cleaning products and devices, such as the Clorox Ready Mop floor cleaning system, the Clorox Toilet Wand toilet brush, the Clorox Bleach Pen for removing small stains on clothing, and Clorox Disinfectant Wipes. Other household cleaners in the portfolio include Pine-sol, Formula 409 and Liquid Plumr, as well as Poett and Ayudin in Latin America. These form the core of the group's business, but it also controls an odd assortment of other products. Several of these also occupy the household care sector, such as the best-selling plastic bag and wrap brand Glad, Fresh Step cat litter and US rights to Brita water filters. Clorox has also pushed into the "green" products market with earth-friendly cleaning range Green Works. Rather more diverse are brands including the Burt's Bees cosmetics range, Kingsford charcoal briquettes, and even the top-selling US salad dressing Hidden Valley and BBQ sauce KC Masterpiece. It has also developed a portfolio of nutritional and digestive supplements with acquisitions including RenewLife, Rainbow Light, Neo Cell and Natural Calm. For several years, the group was part-owned by German group Henkel, but that relationship was terminated following the latter's acquisition of Dial. Benno Dorer handed over the role of CEO in 2020 to Linda Rendle, previously president. He remains chairman for the time being. After a challenging 2019, performance was lifted in the year to June 2020 by higher sales of hygiene products during the Covid crisis. Revenues were $6.7bn with net profit of $939m. Cleaning products led by Clorox itself accounted for 43% of revenues, Glad bags & wraps for 15%, food products for 10%, Kingsford grilling products for 8%, cat litter for 7%. Vitamins & minerals, Burt's Bees and Brita filters each contributed around 4%. Currently, Procter & Gamble has a 20% stake in the Glad brand in return for research and devlopment support. That deal is due to expire in 2026 unless renewed.
Capsule checked 18th March 2021
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Historical profile information for Clorox
Adbrands Social Media 7th Aug 2019: "The Jump". Talk about taking out the trash... Even the humble trash bag deserves its own lavish marketing budget from time to time. Clorox Company's Glad is the best-selling bin bag in the US, and FCB Chicago has been running a series of these "torture tests" in recent years to demonstrate its toughness. Here's our favourite to-date, involving a trip to Kiev and some impressive stunt work from Natasha Duran. There are a couple of different versions of this film out there, but this one from prodco Radioaktive Film is the best, if only for its fine choice of soundtrack.
Adbrands Daily Update 11th Dec 2018: Clorox Company announced a reshuffle of its senior team. COO Dawn Willoughby is leaving the company. Although she won't be directly replaced, most of her duties will be assumed by Linda Rendle, who currently heads the core cleaning products division, in a newly created role of EVP strategy & operations. Rendle is in turn succeeded by Eric Reynolds, who becomes EVP, cleaning products & Burt's Bees. Former DDB executive Stacey Grier takes over from Reynolds as chief marketing officer.
Adbrands Weekly Update 15th Mar 2018: Though best known for its household cleaning products, Clorox is widening its portfolio with the purchase of Nutranext, a maker of vitamins and other nutritional supplements, for around $700m. Brands include Rainbow Light multivitamins, Natural Vitality specialty minerals, and Neocell supplements for hair, skin and nails. Clorox already owns a small collection of lucrative non-cleaning brands alongside its bleach and laundry products, including Burt's Bees cosmetics and Hidden Valley salad dressings.
Adbrands Weekly Update 28th Apr 2016: The Clorox Company ended its 20-year association with DDB, dividing creative and digital duties for all brands between FCB and Dentsu Aegis Network, mainly McGarryBowen. FCB will take over all the company's cleaning products, as well as Glad food wrap and trash bags. McGarryBowen gets a collection of lifestyle brands including Burt's Bees cosmetics, Kingsford charcoal and Brita water filters. However it won't handle Clorox-owned salad dressings Hidden Valley and KC Masterpiece, because of a conflict with its existing assignments for Kraft. Those will handled by a separate Dentsu Aegis unit, still to be confirmed.
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