Clorox builds on Hispanic marketing success
Stephen WhitesideWarc
For Clorox, the importance of targeting Hispanic consumers can be summed up in two words: "Money talks."
"It really does boil down to economics," James Reyna, sales planning manager, multicultural team at The Clorox Co., told delegates at the Marketing to the Omni-Channel Shopper: EAST 2014 event, a conference convened in New York by the Brand Activation Association (BAA).
"We have done some analysis based on the growth trends, based on the category usage. By 2020 – which is only about five-and-a-half years from now – [Hispanic-Americans] are going to represent...