How Clorox will leverage power of advertising in a recession

The Clorox Co., which owns numerous brands in consumer-packaged goods sector, is boosting its advertising expenditure in the face of COVID-19 and a related economic downturn.

Why it matters

While a vast body of research shows that maintaining or increasing adspend in a recession has long-term payoffs, marketers often ignore that advice in favor of cutting costs. If brands can stay the course in difficult times, they will enter the recovery in a clear position of strength.

Takeaways

  • With many brands pulling back on their expenditure, there are opportunities for marketers to gain a share of voice above their traditional market share.
  • As brands ramp up their e-commerce programs, increased digital advertising can play an essential role in driving traffic and expenditure.
  • Brands in the health...

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