Clorox Annual Report 2003
Clorox Annual Report 2003
Clorox Annual Report 2003
ForceFlex
BathWand system.
> We increased total market share across all
categories, and became the leader in the
bathroom-cleaning category.
> We leveraged our Clorox
ForceFlex
mold and
mildew remover that can kill mold spores and
neutralize indoor mold allergens to help make life
healthier. Brands like Hidden Valley
Original
Ranch
ForceFlex
TM
trash bags
are a great example of how Clorox translates consumer
insights into products that make life easier. Introduced
in scal 2005, ForceFlex
TM
trash bags address the single
most important consumer need related to garbage
disposal: strength. Consumers needed a trash bag that
didnt tear, so the Glad team created an innovative bag
with patented technology that uses deep embossing
to make it more elastic. Pressure is diverted away from
the point of impact so the trash bag absorbs force
and stretches to help prevent rips and punctures. The
result? Stretchable strength that takes on the toughest
trash challenges with the greatest of ease even the
dreaded pizza box. ForceFlex
TM
trash bags have quickly
become a consumer favorite, surpassing the companys
expectations. More than a year after it hit store shelves,
the market has yet to see a similar product.
Cleaning without the calisthenics: When Clorox
researchers set out to design a new tub- and shower-
cleaning tool, they knew they had their work cut out
for them. Cleaning the bathroom ranks among the
most difcult and unpopular household chores, and for
good reason: Recent studies show people can actually
get injured from common tasks like scrubbing the tub
or shower. Thats why our researchers designed the
Clorox
BathWand
system helps make doing so a lot easier.
Making Life Easier
06 The Clorox Company
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Making Life Healthier
Making germs squirm: In 2001, Clorox commissioned
a study of germs on surfaces, and the ndings were
astounding: On average, a desk harbors 400 times
more germs than a toilet seat. Since then, weve built
a powerful health and wellness platform on two key
insights: Consumers are increasingly motivated to protect
their families against germ-related illnesses, and Clorox
disinfecting products can reduce exposure to germs
that can cause many such illnesses. Last year, our retail
consumer marketing group partnered with a national
retailer to help drive shoppers to the home-care aisle by
promoting Clorox
disinfecting wipes.
Giving mold the cold shoulder: When the Clorox PR
team noticed an increase in mold-related media stories
a couple of years ago, the company commissioned a
study by the University of Arizona to help understand the
prevalence of common household mold. The results were
surprising: All homes surveyed contained mold spores,
but only 17 percent of consumers believed mold was a
problem in their homes. In fact, millions of Americans
suffer from mold-related allergies. The good news: The
study found that low concentrations of household bleach
in products like Tilex
team
refocused marketing activities to educate consumers.
For example, in scal 2005, through a partnership with
weather.com, banner ads were posted on sections of the
Web site related to mold and allergies. The ads featured
a quiz to let consumers know if they were in mold
denial, and directed them to www.tilex.com and
www.moldandhealth.com for details on the study plus
mold-prevention tips.
The Clorox Company 09
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Building a better salad: Hidden Valley
Original
Ranch
faucet-mount
ltration system, the only lter with a window that lets
consumers see what its removing. The lter changes
color over time as it traps sediment, offering visible proof
that the water is cleaner. Like our popular Brita
water-
ltration pitchers, the AquaView
and Wax-It-
Dry
protectant
STP
Son of a Gun!
Tire Glaze
Aqualux
, Atlantis
, Fjord
and
Riviera
pitchers; Ultra
pitchers
and filters; UltraMax
and Smart
UltraMax
dispensers; AquaView
spray cleaner,
ReadyMop
system, ToiletWand
system
Formula 409
multisurface
stain cleaner
Handi-Wipes
cloths
Lestoil
Heavy-duty cleaner
Liquid-Plumr
and Kitchen
clog
removers, septic system
treatment
Pine-Sol
scrubbers
Tilex
cleaner
Washn Dri
Teflon
disinfectant cleaner
with bleach, disinfecting spray
and toilet bowl cleaners; Formula
409
cleaners; Pine-Sol
cleaners;
Tilex
germicidal bleach
Clorox
system
Glad
and seasonings
Kingsford
Charcoal briquets
Kitchen Browning and seasoning sauce
Bouquet
Lestoil
clog removers
S.O.S
wrap,
Press n Seal Freezer
wrap,
indoor and outdoor trash bags,
ForceFlex
trash bags,
OdorShield
trash bags
GladWare
Food-storage containers
Charcoal
Kingsford
seasoned croutons
K C Barbecue sauces, marinades
Masterpiece
and seasonings
Kitchen Browning and seasoning sauce
Bouquet
Cat Litter
Ever Clean
cat litter
Scoop Away