Why Hispanic shoppers are vital for Clorox

Stephen Whiteside

This event report explains how Clorox, the cleaning products company, is targeting Hispanic consumers in the US including new product development and digital marketing.

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...

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