English - The Clorox Company

Brand Cause Marketing
PURPOSE
Brands Support Causes Consumers Care About
More than ever, our brands are differentiating themselves in the marketplace by supporting the causes
our consumers care about. The tie between our product and the cause, however, must be both a heartfelt
and strategic fit. We make this determination by listening to our consumers. Considering what our brands
stand for and evaluating whether or not the brand can play a functional role in supporting a cause,
such as bleach disinfecting and purifying water during natural disasters. Here are examples of some of
our brands’ latest cause programs:
Clorox ® Brand and the Children’s Health Fund
www.facebook.com/clorox
The Clorox ® brand has partnered with the Children’s Health Fund (CHF) to launch a new program as part of the brand’s commitment
to healthier lives for families. Capitalizing on the power of social media, the brand created Connect Kids To Care and will donate
$1 for each new fan on the Clorox Facebook page, up to $100,000. In addition, the brand is donating $500,000 over the next
two years to CHF.
Pine-Sol ® Brand and Powerful Difference
www.powerfuldifference.com
Dedicated to helping women make a powerful difference in their homes and communities, this Pine-Sol ® program honors women
across the country. Through cash awards, scholarships and action kits, the Pine-Sol ® brand enables women to continue the work
they are doing or to start new volunteer work.
Green Works ® Brand and Sierra Club
www.greenworkscleaners.com/partners
The Green Works ® brand partnered with the Sierra Club as part of its launch in 2008. Green Works ® products proudly display the
Sierra Club logo to demonstrate the brand’s commitment to supporting the oldest and largest grassroots environmental organization
in the U.S.
Hidden Valley ® Brand and the Love Your Veggies Campaign
www.loveyourveggies.com
This campaign was inspired by a study that found that children consume more vegetables when paired with a moderate amount
of ranch dressing. Targeted toward parents and educators who are trying to get children to eat and enjoy vegetables, the Hidden Valley ®
campaign includes an informative website and a grant campaign that supports innovative school programs.
Glad ® Brand and Glad To Give
www.glad.com/gladtogive
Cookies for Kids’ Cancer is a nonprofit organization that raises money to support pediatric cancer research through bake sales.
The Glad ® brand is donating $1 to the cause for every Glad ® box code entered online. It is also conducting a national contest for
the best “recipes” for food-related giving programs and providing online support for those who want to host a bake sale.
Fresh Step ® Brand and the ASPCA
www.freshstep.com/aspca
The Fresh Step ® brand supports the activities of the American Society for the Prevention of Cruelty to Animals (ASPCA) by donating
50 cents for codes entered from specially marked packages of its cat litter, as well as making it possible to convert points from its
Paw Points ® loyalty program to donation dollars that benefit the ASPCA.
Brita ® Brand and the FilterForGood Campaign
www.filterforgood.com
This campaign raises awareness of simple changes everyone can make to live more eco-friendly lives. A website offers Brita ®
coupons in exchange for an online pledge by consumers to reduce bottled water waste and offers facts and tips for daily habits
that can help the environment.
Burt’s Bees ® Brand and The Greater Good Campaign
www.burtsbees.com/c/commitment/greatergood.html
The Greater Good commitment is Burt’s Bees ® ’ business model that is designed to maximize the overall well-being of people
and the planet. Through The Greater Good Foundation, the business gives 10 percent of all sales from www.burtsbees.com
to worthy causes.
The Clorox Company | 2010 CRR 53