One Shopper Team: Clorox's new approach to shopper marketing

Stephen Whiteside

The Clorox Co.'s shopper marketers are charged with promoting brands including its eponymous bleach, Glad trash bags, Brita water filters and Pine-Sol household cleaner.

One consequence of selling numerous products in a diverse set of categories and retail channels, however, is that Clorox's "shopper expertise actually resides within various different pockets within the organization," said Tiffany Tan, Associate Director/Marketing Communications at the Oakland, California-based company.

"We're all part of a neighbourhood. But each of the different shopper disciplines is in our own separate household, and we don't know what's going on in our neighbor's house. But we're all living on the same block," she explained at the 2016 Shopper Marketing Conference, an event held by the Brand Activation Association (BAA), a unit of the Association of National Advertisers (ANA).