OAKLAND, CA--(Marketwired - Aug 6, 2015) - The Clorox Company (NYSE: CLX) is deepening its relationship with Google to advance Clorox's marketing innovation, enhance consumer insights and develop more robust digital measurement.
"Reaching today's always-connected consumers with the right message at the right time has never been more important," said Clorox CEO Benno Dorer. "Google's leadership in digital technologies and advertising platforms in display, mobile, search and video will fuel our ability to respond to consumers in a faster, more personalized way from the point of product consideration through the purchase."
This step supports the central aspect of Clorox's 2020 Strategy, which is to drive profitable growth. By accelerating technology transformation across the company's demand-creation model of Desire (pre-purchase), Decide (point-of-purchase) and Delight (post-purchase), Clorox is addressing the shift in how today's consumers shop and buy products and how marketers must engage with them.
By stepping up its investment behind Google platforms, Clorox is making Google its largest and most efficient digital media partner. As consumers have turned to digital media across different devices, digital marketing communications have been an increasing focus of the company. Clorox and Google's teams will work together to refine Clorox's targeting, measurement and activation capabilities including the use of Google's automation tools that allow Clorox to purchase media programmatically* in a real-time bidding environment.
"The consumer journey online and across screens continues to evolve, and it's exciting to see Clorox accelerating their approach to reaching consumers with the right message at the right moments," said Brian McDevitt, Industry Director, Home & Personal Care, Google. "We're thrilled to continue working closely with the company to connect with consumers in more meaningful and measureable ways."
"The evolution of technology and data have transformed consumer marketing," Dorer said. "We're excited to tap Google's thought leadership, leading edge technologies and Silicon Valley proximity to drive our digital success forward for all Clorox brands."
*Programmatic media is the industry term for an advanced way of buying media that allows for automated, real-time bidding on digital advertising impressions made available on ad exchanges using customized characteristics to reach target consumers.
The Clorox Company
The Clorox Company is a leading multinational manufacturer and marketer of consumer and professional products with about 7,700 employees worldwide and fiscal year 2015 sales of $5.7 billion. Clorox markets some of the most trusted and recognized consumer brand names, including its namesake bleach and cleaning products; Pine-Sol® cleaners; Liquid Plumr® clog removers; Poett® home care products; Fresh Step® cat litter; Glad® bags, wraps and containers; Kingsford® charcoal; Hidden Valley® dressings; Brita® water-filtration products; and Burt's Bees® natural personal care products. The company also markets brands for professional services, including Clorox Healthcare®, HealthLink®, Aplicare® and Dispatch® infection control products for the healthcare industry. More than 80 percent of the company's brands hold the No. 1 or No. 2 market share positions in their categories.
The company also has been recognized for its corporate responsibility efforts with two Climate Leadership Awards for Excellence from the U.S. Environmental Protection Agency and inclusion on the 2015 Newsweek Green Rankings and Corporate Responsibility magazine's 100 Best Corporate Citizens 2015 list. The Clorox Company and The Clorox Company Foundation contributed to nonprofit and education organizations through cash grants, product donations, cause marketing and employee volunteerism in fiscal year 2015. For more information, visit TheCloroxCompany.com, the CR Matters Blog and follow the company on Twitter at @CloroxCo.
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