How Clorox developed a total-market strategy
Geoffrey PrecourtWarc
At Clorox – the Oakland, California-based international manufacturer and marketer of cleaning and household products – adjusting to a "total-market" approach to multicultural audiences has been "a journey: there are no direct flights."
Moreover, added David Cardona, its director/shopper marketing, category advisory and multicultural capabilities, "It's not an easy thing. Otherwise, we all would have cracked the code from the get-go."
Clorox is best known for its eponymous lines of bleach products, but its offerings also include Brita water filters, Burt's Bees skin products, Glad trash bags...