Background

Seven of ten consumers (70%) believe that disinfecting surfaces can keep their families healthier, but only about half of them (46%) do anything about it.

Insight

At Home 70% of consumers believe that disinfecting surfaces keeps their family healthier, but in store only about half actually buy any products to do this.

The products that help with this are not in parts of the store where they regularly buy from, and so they are out of sight and out mind.

But placing disinfecting products in the right context can help them get noticed.

Action

Clorox developed the “Prevent, Protect & Soothe” in-store display program.

They discovered that most shoppers prefer to buy these products together and expect to find them in or near the pharmacy. They co-located a variety of relevant products: Clorox Disinfecting Wipes, Clorox Clean-Up Cleaner with Bleach, and Clorox Bleach, along with Campbell’s soup, Kellogg’s cereal, Brita water filters and Dial soap.

Result

Participating Clorox brands were up 2.3% in sales in 2010 and 16% during the program, led by Clorox Disinfecting Wipes which were up 154%

Reference

Karolefski, J. (2012, April). Clorox Leverages Shopper Insights To Power Seasonal Promotions. CPG Matters.

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