Environmental Leader

Clorox’s Green Works line, launched in Dec. ’07, has become the top-selling line of natural cleaners, reports the Associated Press (via the Mercury News).

Clorox has 42 percent of the total natural cleaners market and is estimated to generate more than $200 million in revenue annually.

To attract shoppers away from competitors, the CPG giant used its enormous distribution network and kept prices low. While other brands typically charge 50-60 percent more than regular cleaners, Green Works products cost just 10-20 percent more.

Last October, Bill Morrissey from Clorox described the company’s strategy for leveraging sustainability into three brands: Brita, Burt’s Bees, and Green Works.

Last summer, the National Advertising Division of the Council of Better Business Bureaus told the company to discontinue or modify some of the ads for its Clorox Green Works.

Advertisers

Can you turn sustainability into a competitive advantage?

Complimentary ecoCompetitiveness White Paper >>