Core77

Bill Morrisey's straight forward look into what's happening at Clorox gave tremendous insight into the complexities of going green. The goal is to mitigate risk, reduce the eco-footprint and grow through redesigning existing brands and investing in new sustainable brands. To that end the company recently announced their new line of eco-cleaning products "Greenworks" (around me), the firm's first new brand in 20 years. After apologizing to Jaqui Ottman for the daisies on the label he went on to say that the five products are 99% natural, bio-degadable, plant based, used no animal testing, have recyclable packaging and are non-allergenic. "Greenworks" has been awarded the Sierra Club's first product endorsement. "We delayed the launch twice to get it absolutely right."

Clorox acquired "Burt's Bees" (on me) -for about 5 time the projected annual sales - saying "it was worth the price to find out how to do it right, now the major goal is to "not screw it up and at the same time continue to help to mainstream the trend."

Morrisey narrowed the Clorox sustainable marketing strategy down to six words - "In me, On me and Around Me"- capturing the three major concerns of the consumer. His research showed that 15% to 30% of consumers are interested in environment sustainability and act on it and then noted that...

another 25% to 35 % are open to change, they're leaning in, but are confused and seeking to understand how to make choices. There is a lot of potential movement but it's key to relate to the right concerns, her personal environment, she's thinking about "MY environment" vs THE environment.

Clorox also owns the Brita brand (in me) - which used the message of "cost savings from not having to buy bottled water" in their "Drink Responsibly" campaign and the "Filter for Good" promotion to improve flattening sales. This move resulted in double digit growth.

Morrissey ended with an impromptu plea about household bleach's bad rap. "95% is rendered benign in the process of washing and turns into salt water. I just had to say that."