Clorox pitch brief

NEW BUSINESS PITCH BRIEFCLOROX

CREATIVE PROJECT WORK

Despite being on a roll with its top line and stock performance rising above the rest of its industry, Clorox Co. is reviewing its creative agencies. Omnicom's DDB, San Francisco, leads a roster that includes sibling Critical Mass, WPP's AKQA on digital

and Raleigh, N.C.-based Baldwin& on Burt's Bees. DDB and Baldwin& are defending.

The move comes despite a strong run for the company under CEO Benno Dorer and CMO Eric Reynolds, which has included 5% organic sales growth last fiscal year and 6% growth last quarter. Brands include Clorox household products, Hidden Valley, Burt's Bees, Brita, Kingsford Charcoal and more. The company was honored as part of Advertising Age's

Marketer A-List for 2015.

The agency review for "lead creative partner or partners" should be complete by the spring, said spokesman David Kellis. The end result could be a single agency handling all brands, including lead creative and digital duties or dividing duties up.

"We're certainly looking at both models, including a lead creative partner that would also cover digital and social," he said. "It just depends on which agency comes forward with the best ideas an approach."

The review wasn't prompted by performance but by "a need to look at different approaches, and to ensure we're positioned for the marketing transformation and digital transformation in the future," he said.

The company has been shifting into digital media faster than most of its peers and expects to spend more than 40% of its global media budget on digital in the current fiscal year, which began July 1. Clorox spent $523 million on advertising

worldwide last year.

OVERVIEW

The Clorox Company, based in Oakland, California, is an American multinational manufacturer and marketer of consumer and professional products with approximately 7,700 employees worldwide as of Dec. 1, 2014. The company’s fiscal year

2014 net sales were $5.5 billion, which ranked #451 on Fortune’s 2014 Fortune 500 list.Clorox products are sold primarily through mass merchandisers, retail outlets, e-commerce channels, distributors and

medical supply providers. Clorox brands include its namesake bleach and cleaning products, as well as Brita, Burt's Bees, Formula 409, Glad, Hidden Valley, Kitchen Bouquet, KC Masterpiece, Soy Vay, Kingsford, Liquid-Plumr, Mistolin,

Pine-Sol, Poett, Tilex, S.O.S., and Fresh Step, Scoop Away and Ever Clean cat litters.In 2008, The Clorox Company became the first major consumer packaged goods company to develop and nationally launch a

green cleaning line, Green Works, into the mainstream cleaning aisle.

In 2011, The Clorox Company integrated corporate social responsibility (CSR) reporting with financial reporting, demonstrating their commitment to their five pillars: Performance, Planet, People, Products and Purpose.

BACKGROUND SUMMARY

SALES BY SEGMENT

HOME CARE: 17%

CLOROX - PINE SOL - TILEXGREEN WORKS - 409 - PLUMR

LAUNDRY: 10%

CLOROX - CLOROX3

PROFESSIONAL PRODUCTS: 5%

CLOROX - APPLICARE - HEALTHLINK

BAGS & WRAPS: 14%

GLAD

CHARCOAL: 10%

KING SFORTZ - MATCH LIGHT

CAT LITTERS: 6%

FRESH STEP - SCOOP AWAY

INTERNATIONAL: 21%

POETT - MISTOLIN - AYUDINBURT’S BEES - CLOROX

DRESSING & SAUCES: 9%

HIDDEN VALLEY - MASTERPIECE - BLUE

WATER FILTRATION: 4%

BRITA

NATURAL PERSONAL CARE: 4%

BURT’S BEES

21%INTERNATIONAL

32%CLEANING

17%LIFESTYLE

30%HOUSEHOLD

The Clorox audience is primarily composed of Generation X women (35 to 44 years old), 64% of whom are married, with just over half having children.

The majority is college educated and almost 7 out of 10 Clorox customers earn between $40,000 and $70,000 per year.

Target Segment: Clorox audience

STATUSMarried (64%)

INCOME$40K - $70K (69%)

GENDERFemale (87%)

FAMILYWith Kids (54%)

AGE35-44 (35%)

EDUCATIONCollege (67%)

AUDIENCE ANALYSIS

The primarily female Clorox audience is interested in beauty & wellness matters as well as Home decoration and food, which lead the rankings with the highest popularity.

This group also shows familiarity with technology, using the web to perform daily activities (what we call the netizen trait).

These individuals are confident about their lifestyles and have positive images of themselves. As a rule, they’re not interested in changing much, as indicated by the “just a trim” and “self applied style” beauty traits.

The same concept is reflected in their approach toward food, which classifies them as thoughtful eaters maintaining a balanced diet, but not following a particular diet or trend.

# NAME REACH POPULARITY RELEVANCE

2

3

4

5

6

7

8

9

10

1 Beauty and Wellne...

Home Decorators &...

Foodies

Travelers

Pet Lovers

Fashion Lovers

Netizens

Gamers

Business People

Motor Lovers

47.58%

23.83%

56.16%

7.33%

18.23%

31.32%

7.85%

18.63%

9.49%

10.38%

190.33

184.46

182

171.21

164.34

155.88

144.85

142.49

132.97

129.42

182.26

169.55

179.05

148.82

153.12

153.79

131.85

138.79

125.65

124.12

PO

PU

LAR

ITY

71

11

62

64

3

25.26%

REACH

0.47% 12.18% 39.86% 56.16%

19

0

TECHIES

SPORTS ENTHUSIASTS

PUBLIC FIGUREFOLLOWERS

TRAVELERS

MUSIC LOVERS

BEAUTY & WELLNESSAWARE

ENTERTAINMENTJUNKIES

HOME DECORATORSAND DIYs

FOODIES

NETIZES

PET LOVERSFASHION LOVERS

OUTDOORENTHUSIASTS

BUSINESSPEOPLEMOTOR LOVERS

GAMERS

POLITICALLY ACTIVE

Top 10 Psychographics

food lovers


2

3

4

5

6

1 Thoughtful Eaters

Alcohol Connoisseurs

Food-To-Go

Self-Conscious Snackers

Fast Food Fans

Home-Chefs

5.13%

14.12%

2.37%

1.77%

8.22%

0.63%

197.49

139.89

134.68

116.43

40.68

54.77

163.38

134.13

115.94

101.94

62.81

55.32

beauty and wellness aware


2

3

4

5

6

1 Just A Trim

Cosmetics Conoisseurs

Healthy Media

Self Applied Style

You Are What You Eat

Fitness Fanatics

18.25%

9.85%

1.06%

24.66%

3.02%

0.54%

196.6

194.83

192.19

188.37

166.48

97.35

174.63

167.23

149.53

172.56

138.78

82.94

Top Psychographics

INSIGHTSince this group is so web-savvy, marketers can reach them easily using online media, especially sites that talk about

their main interests: food, life as a mom, health and couponing. In terms of TV viewing habits, they watch family oriented stations as well as home related (HGTV/Food Network) and female-oriented channels (Lifetime/tlc).

Taking a look at this group’s media consumption, we notice that 3 types of media dominate: Websites, Apps and TV.

Mobile Apps and TV are used mainly for entertainment purposes. On mobile, these women are heavy users of popular casual games like Candy Crush, as well as gambling games like bingo.

On TV they tune into family oriented entertainment, with channels like Hallmark on top by relevance. Alternatively, they watch programs whose content can be related to their top interests, like house & garden and

cooking.

On the web, this group is highly active on couponing websites, which reach broad shares of the audience. But as shown by the top website genres, they are also online seeking recipes and practical tips for everyday living.

If you want to find this target online, you need only find recipe websites, like Country Crock and Campbell’s Kitchen, online parenting communities where users share tips and experiences, and finally health & beauty

websites that focus on healthful living through diet.

MEDIA USAGE

TOP website genres


2

3

4

5

1 Food

Kids

Gossip

Health

Beauty

40.19%

7.59%

5.51%

18.86%

6.38%

177.84

171.16

155.03

146.84

146.22

171.64

149.1

135.66

141.83

130.99

PO

PU

LAR

ITY

66

10

92

44

0

32.39%

REACH

4.13% 17.41% 49.28% 68.33%

17

7

MUSICENTERTAINMENT

KIDS

KIDSBEAUTY

UNION

FOOD

TRAVELMOVIES

NEWS & SEARCHENGINES

BUSINESS

MEDIA USAGE

MEDIA SPECTRUM


2

3

4

5

6

1 Websites

Apps

TV

Magazines

Radio

Newspapers

92.74%

60.97%

55.28%

34.91%

26.68%

5.54%

118.31

147.72

135.19

76.62

69.74

40.89

144.29

157.39

147.61

102.32

94.4

59.6

REACH relevance

10063265.93%4.45%2.97%1.48%<0.01% 137 174

Hallmark Channel

Lifetime

Hallmark Movies & Mysteries

TLC

Food Network

HGTV

Dish Network

OWN: Oprah Winfrey Network

The Weather Channel

Time Warner Cable

FASHION HEALTH MAGAZINES

MEDIA USAGE

Clorox recently leveraged a partnership with the Huffington Post to place Clorox branding alongside native/custom content from Huffington Post’s mommy bloggers that includes blogs, images, infographics and videos about parenthood and its

inevitable messes. Clorox Healthcare also partnered with the Alliance for the Prudent Use of Antibiotics (APUA) to raise awareness and educate for comprehensive infection control.

With just these two partnerships, Clorox has touched 2 of the 3 themes catalyzing the online traffic for their target audience, as we saw in the media usage analysis: life as a mom with Huffington Post, and Health with the APUA.

However, the third theme we identified as heavily engaging Clorox’s audience, Food, remains unexploited.

Stepping into food influencers, Clorox could engage with its audience by partnering with their favorite cooking blogs to promote the use of the brand’s products in the kitchen.

INSIGHTIncrease Clorox’s brand recognition and popularity by showcasing the many uses of Clorox products in every

interest category. Clorox is already partnering with brands covering health and parenthood, but Food and Beauty offer additional opportunities to highlight green and natural products like Burt’s Bees.

BUSINESS OPPORTUNITIES

BUSINESS OPPORTUNITIES

FOOD


2

3

4

5

6

7

8

9

10

1 Country Crock

Campbell's Kitchen

The Pampered Chef

Progresso

Good Cook

Recipe.com

Restaurant.com

Tablespoon.com

Crock-Pot Ladies

Hungry Girl

6.13%

3.83%

2.03%

1.46%

1.17%

1.24%

1.63%

1.51%

2.09%

1.96%

199.02

198.12

196.26

199.18

198.89

196.33

192.99

188.96

183.2

182.32

165.85

161.58

156.02

155.95

154.52

153.14

152.5

149.36

147.49

146.49

PO

PU

LAR

ITY

66

10

92

44

0

32.39%

REACH

4.13% 17.41% 49.28% 68.33%

17

7

THE PAMPEREDCHEF

PROGRESSOPROGRESSORECIPE.COM

RECIPE.COMCOM

RESTAURANT.COM

COUNTRY CROCKCAMPBELL’SKITCHEN

CROCK POTGIRL

2 TOMATOES

HUNGRY GIRL

TABLESPOON.COMSOUTHERN LADY

Furthermore, this is a casual gaming audience, which they enjoy along with apps for couponing and samples. This unique combination sparks the opportunity to involve them in interactive mobile contests - essentially, gamifying marketing and

offering coupons and samples as rewards.It is unusual to find such a strong gaming interest within the 35-44 age demographic, but this audience enjoys mobile puzzles,

finding hidden objects, and other games that can be played in spare moments (not requiring long-term commitment).

As far as classic entertainment is concerned, like books, music and movies, this group isn’t very interested. In fact, music and movies underperform by popularity and relevance index. TV Shows are the only entertainment genre that, by relevance, exceed

100 points.

On breaking down the TV show genres, we notice the tendency to overlook dramas, comedies and the other fictional genres in favor of more “real life” shows the feature families and friendly competition.

INSIGHTThe Clorox audience is a non-fiction crowd, hardly engaged by fiction entertainment. They prefer Reality

Shows, Game Shows and Talk Shows including Duck Dynasty, The Ellen Degeneres Show, and American Idol.

CREATIVITY INSIGHTS

MEDIA SPECTRUM


2

3

1 TV Shows

Movies

Music

80.37%

64.35%

75.38%

70.83

50.33

41.7

110.34

93.26

89.92

REACH relevance

100897988.40%66.30%44.20%22.10%<0.01% 111 121

TV Shows

Movies

Music

CREATIVITY INSIGHTS

TOP GAMERSTOP TV SHOWS GENRES


2

3

4

5

6

7

8

9

10

1 Reality Shows

Game Shows

Talk Shows

Talent & Variety Shows

Dramas

Documentary & Nonfiction

Family-Oriented Shows

Other

Sci-Fi & Fantasy Shows

Comedies

43.47%

5.37%

25.15%

20.26%

52.59%

10.92%

15.82%

10.30%

18.51%

42.56%

128.93

113.6

112.5

106.24

84.15

80.95

50.75

38.5

35.75

34.24

140.08

107.83

122.21

115.55

112.88

92.29

75.88

63.44

67.56

76.67

CREATIVITY INSIGHTS

REACH relevance

100571419.31%14.48%9.66%4.83%<0.01% 143 186

Casual Gamers

Free Time Gamers

Hardcore Gamers

Mobile Games, Food and Beauty are interests that have been untapped, as of yet, by Clorox creatives. However, leveraging partnerships with Food and Beauty blogs, and possibly developing a game/coupon app, could open up new avenues to reach Clorox’s target audience.

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Clorox pitch brief

Data & Analytics

Transcript of Clorox pitch brief