Summary
This event report from ad:tech San Francisco, describes how Clorox, the US household goods manufacturer is adopting 'native advertising' techniques to increase brand recognition. Although native advertising has yet to be clearly defined, it is has been described as advertising that enhances a consumer's web experience, rather than interrupting it. Julie Jensen, Clorox's senior group manager for media describes how Clorox's native campaign for Glad Black Bags generated extensive social media buzz and consumer engagement. While Jensen believes that in the near future "native" could just mean "advertising", for certain industries that need scale, this method may not be the most efficient.

Summary
This report outlines how Clorox, the leading laundry-bleach brand in the US, is using innovative marketing to stay relevant. One example is the use of consumer segmentation, which has enabled the company to find new channels for growth in the Hispanic-American market, with a Clorox Fraganzia line of home-cleaning products. Another is the use of digital channels to identify and build brand segments: at Burt’s Bees, a natural toiletries subsidiary, a dedicated online marketing-research community of 2,000 brand loyalists provides a steady stream of consumer insights.

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This document highlights best practice in using in-store marketing effectively in the household and domestic sector with cases from BGH Aicon (Argentina), Purex (USA), Febreze (USA) and Lenor (Europe).

Summary
Ecover, an eco-friendly detergent brand launched over 30 years ago, found that by 2011 the UK market had changed considerably with an increasing number of competitors, including P&G and Unilever entering the 'green' space. Ecover's ecological story was no longer connecting as strongly with wider audiences and retailers were offering their own-brand alternatives at lower prices. There was also a public backlash against 'greenwashing' of products and the global recession to contend with. Finally there was consumer confusion over terms such as 'ecological', 'environmentally friendly', 'green' and 'sustainable'. Ecover invested in a research-based audit for a deeper understanding of the market and consumer. This resulted in a campaign called 'Feel Good Cleaning', which helped to change customer perceptions of Ecover as a 'brand for hippies' to one where using it made customers feel good about themselves.

Summary
This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Omo, Persil, Surf and Cif/Jif. Included is a strategic evaluation with key facts about the UK and Netherlands based company, competitive positioning against comparative brands, and assessment of its position in the household goods market. Brand operations and strategy are identified and recommendations for the future offered.

Summary
This Company Profile from Euromonitor provides key details and analysis of Lion Corp, the owner of brands such as Top, Look, Softlan and Charmy. Included is a strategic evaluation with key facts about the Japanese company, competitive positioning against comparative brands, and assessment of its position in the household goods market. Brand opportunities, operations and strategy are identified and recommendations for the future offered.

Summary
This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Attack and Quickle. Included is a strategic evaluation with key facts about the Japanese company, competitive positioning against comparative brands, and assessment of its position in the household goods market. Brand opportunities, operations and strategy are identified and recommendations for the future offered.

Summary
This Company Profile from Euromonitor provides key details and analysis of Henkel KGaA, the owner of brands such as Persil and Purex. Included is a strategic evaluation with key facts about the German company, competitive positioning against comparative brands, and assessment of its position in the household goods market. Brand opportunities, strategy and operations are identified and recommendations for the future offered.

Summary
Featuring case studies from Febreze (UK & Germany), Buster Plughole Care (UK), Unilever (Global) and Terminix (USA), this is a collection of Warc's best case studies on how to reposition cleaning products.

Summary
Case studies from Dettol (China), Febreze (UK & Germany), Buster Plughole Care (UK) and Omo (Vietnam) are included in this collection of Warc's best case studies on how to increase share in cleaners and detergents.