The Clorox Company | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in Oakland, CA, Clorox manufactures and markets household cleaners, auto care products, water filtration systems, and other consumer products. Clorox-branded products are sold and produced in countries across the world.
|Main Telephone||(510) 271-7000|
|Main Fax||(510) 832-1463|
The Clorox Company ContactsContacts (5/139)
|Benno D.||Chief Executive Officer||CA|
Sample of Associated Brands
|Manjit S.||Chief Information Officer||CA|
|Dawn W.||Executive Vice President & Chief Operating Officer||CA|
|Stephen R.||Executive Vice President & Chief Financial Officer||CA|
|Eric R.||Senior Vice President & Chief Marketing Officer||CA|
|*****||****||AOR - media buying||unknown||present|
|*****||******** ****, ***.||Creative, Digital, Social||2008||present|
|*****||*** *** *********||media planning||unknown||present|
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Digital, Social Opps: Burt's Bees launches social campaign, increases digital presence
Subject: TV, digital, programmatic, print
Brand: The Clorox Company‘s Natural Personal Care division
Opportunity: Recently launched the social media campaign “Lose the Bs,” in an effort to increase sales. The new campaign, which features Lea Michele, is aimed at getting women to use the hashtag #BringBacktheBees. Created by creative AOR Baldwin&, the campaign also features a 70-second video (and a 15-second version). The Clorox Co. owned beauty brand says it will plant 1,000 wild flowers for every social media post (with a goal of 1 billion total wild flowers planted). The campaign also extends to limited-edition packaging for the brand’s Pink Grapefruit, Coconut & Pear and Wild Cherry lip balms - the Bs are erased and #BringBacktheBees was added. According to the company, approximately 70% of its media budget is going to paid social and 17% will be dedicated to BuzzFeed posts. The remainder will go to online pre-roll marketing intended for young women, especially those are interested in social causes and beauty/lifestyle.
AKQA handles Burt’s Bees media, according to The List. Agency readers should note that Baldwin& has been Burt’s creative AOR since 2009, well past the average agency tenure. Sellers, Q3 is Burt’s lowest spend period, so reach out now for Q4 dollars (and possible last minute Q2 dollars).
New Product Launch: In Q4 2015, Burt’s launched its first lipstick line (more here).
Media Spend: According to Kantar Media, Burt’s spent $31.3 million on measured media in 2014. The overwhelming majority of this went to print ads (70.8%). The rest of the spend Kantar reports was allocated to broadcast ads (24.9%) and display ads (2.7%).
National TV Spend: In 2015, iSpot reports that Burt’s spent $4.4 million on national TV ads – down from $6.3 million in 2014 (when it launched its first national TV campaign, more here). The company is still airing the “Uncap Flavor” campaign in 2016, but only $200,000 has been spent on national TV ads this year (however, no national TV ads were run during the same period 2015). See charts for 2015 channel/show targeting.
Digital Breakdown: Last year, Burt’s ran 156 display ads on 2,171 publishers, according to Moat (6% mobile). Top ad destinations included: realsimple.com, dailymakeover.com, cvs.com, target.com and sheknows.com (35% placed site direct). Additionally, the company ran 25 high impact and three video ads in 2015. For 2014, 120 display and 18 high impact ads were run on 942 publishers (3% mobile; 27% site direct).
Since 2014, Burt’s display presence has been highest in Q4 2014 and Q2 2015.
210 W. Pettigrew St.
Durham, NC 27701
Director, Global Marketing
(919) 998-5200 ext. 4512 (direct)