Clorox throws legacy sheets to the wind

Geoffrey Precourt

This event report details cleaning brand Clorox's attempts to move beyond targeting mothers with "lily-white sheets" and engage new audiences, including millennials and men.

Clorox throws legacy sheets to the wind

Geoffrey PrecourtWarc

"In history, CPG brands have really focused on a singular demographic," Erika Lamoreaux, associate director/digital media at The Clorox Co., told delegates at the Advertising Research Foundation's (ARF) 2015 Audience Measurement conference in New York. "She's a mom. She has lily-white sheets in the wind."

In fact, those mothers with sheets in the wind once represented a "huge portion" of the Clorox target audience.

Lamoreaux manages all digital media efforts for the company's brands, including display, search-engine marketing and optimization, video, ecommerce and mobile. She also leads Clorox's partnership with...

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