Big Green Breakthrough

Clorox GreenWorks Brand built credibility through Sierra Club endorsement and transparent ingredient labeling.

Emmy Berlind, the brand manager for Clorox’ GreenWorks green cleansers, said at the M2W conference yesterday in Chicago that getting the endorsement of the Sierra Club helped the company overcome skeptics who might otherwise have questioned the product’s claims that it was “natural.” Speaking to a workshop I moderated and that was packed with marketers, advertisers, [...]