Green-Marketing Revolution Defies Economic Downturn†

Sustainable-Product Sales Rise as Eco-Friendliness Goes Mainstream and Value Players Join the Trend

Advertising Age, April 20, 2009 — Green marketing is turning out to be surprisingly recession-proof. Datamonitor shows 458 launches so far in 2009 of package-goods products that claim to be sustainable, environmentally friendly or "eco-friendly." If that pace holds all year, it will triple the number of green launches last year, which in turn was more than double the number in 2007. Seventh Generation CEO Jeffrey Hollender said his company's sales were up 50% last year and 20% in March year over year despite Clorox, Church & Dwight and now SC Johnson entering the space. "The good news is that in general these products are faring better than most categories," he said. "A lot of people would be desperate to have 5% growth."

Survey: Wal-Mart Among Best 'Value' Brands†

YouGovPolimetrix places AIG at bottom of insurance heap

Adweek, November 4, 2008 — A recent survey by YouGovPolimetrix revealed that the slumping economy is having a significant impact on how consumers perceive brand value. Budget brands like Wal-Mart and Old Navy were ranked highest by consumers, while more upscale brands and financial services firms ranked lowest, reflecting a loss of consumer confidence.

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.