Brandcurve - branding and marketing

Clorox Aims for a Greener Brand Image

by Susan Gunelius on January 14th, 2008

When most people think of the brand name Clorox, the environment is not usually something they associate with that brand. Times are changing, and Clorox is trying to reinvent its brand as eco-friendly with its recent acquisition of Burt’s Bees and its introduction of Clorox Green Works. According to The Dieline, even the new Clorox packaging is eco-friendly with a very eye-catching label design, and it’s completely recyclable.

Clorox Green Works is supposedly 99% natural. While I think the green coloring in the clear packages is a bit much and very reminiscent of other products already on the market, I have to give Clorox props for finally introducing an environmentally-friendly product.

I think the strong Clorox brand name coupled with the powerful trend related to buying eco-friendly products will make Clorox Green Works a successful competitor in the cleaning products category, but what I think will really give the brand extension a boost is the new packaging that will surely pop off store shelves. That Gerbera Daisy should really stand out.

I’m not sure what Clorox has planned in terms of advertising to support the nationwide launch of Clorox Green Works that kicked off today, but I think a strong ad campaign to drive awareness, along with the appealing packaging that should be easy not just to notice but also to recognize and relate back to the ad campaign, should boost Clorox Green Works sales quickly.

What do you think?

Tags: Clorox, Clorox Green Works, eco-friendly products, environmentally safe products, recyclable packaging, brand extension, rebranding, new product development, package design

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POSTED IN: Brand Extension, green brand, rebrand