Clorox Courts Sierra Club, and a Product Is Endorsed

New York Times, March 26, 2008 — SHOPPERS in the household cleansers aisle of a Wal-Mart here one recent morning glanced at Clorox’s new Green Works products with disinterest, enthusiasm and skepticism. Their comments neatly summarized the pros and cons of Clorox’s bid to appeal to customers who buy with the environment in mind.

For Clorox, a company that built its name on chlorine bleach, the products are another foray into green marketing, after its purchases of Burt’s Bees, the cosmetics company, and Brita water filters. More important, the Green Works products are about to be paired with a name — the Sierra Club — normally associated with fighting toxic waste.

Clorox: Bleach, Charcoal and ... Burt's Bees†

Company Pays $950 Million for Leading Natural Personal-Care Brand

Advertising Age, November 1, 2007 — Try this on for size: "Burt's Bees, a division of Clorox Co."

In a high-priced and highly unexpected deal, the maker of Clorox bleach, Kingsford charcoal and Brita water filters has added the leading natural personal-care brand to its portfolio in a $950 million cash acquisition.

Clorox Mixes Bleach and Chocolate -- in a Telenovela†

Advertising Age, February 19, 2007 — The next blockbuster Spanish-language telenovela is a dramatic tale of passion, betrayal, tragedy — and Clorox. Telemundo's "Dame Chocolate" ("Give Me Chocolate") will launch in mid-March with Clorox so tightly integrated into the soap opera that plot twists and characters' lives literally hinge on the effectiveness of the brand's products.