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2019 Integrated Annual Report
2 strategy leaves

Business Highlights

Drive superior consumer value behind strong brand
investment, innovation and technology transformation.

  • Our Fresh Step® brand partnered with spcaLA and influencers to open Cats on Glass, an interactive pop-up exhibit that showcased the benefits of Clean Paws low-tracking litter while furthering the brand’s mission to help every shelter cat find a forever home.
  • Our Canadian business simplified sizes, assortment and packaging across the entire Glad trash portfolio and introduced 12 innovations to better address consumer needs on waste diversion and premium features.
  • For the launch of Clorox Ultra Clean disinfecting wipes, the Clorox® brand created a series of video ads featuring a range of unique product names, such as Slimy Handprints and Bolognese Boil Over, inspired by real-life messes. The campaign used purchase and search data to target consumers with personalized video messages showcasing all the jobs this wipe can tackle.
  • Our Liquid-Plumr® brand partnered with popular YouTube influencers Vat19 on an integrated campaign showcasing how Liquid-Plumr can defeat the most extreme clogs, including the world’s largest gummy worm, massive bacon grease and even the ultimate bathroom clog. “Will It Clog?”™ has earned six industry awards to date, including Best Use of YouTube Formats from Google.
  • Our Clorox brand collaborated with Disney and Pixar to promote the launch of Toy Story 4 through a national TV spot, in-store promotion, a sweepstakes and more.
Burt’s Bees sensitive
skincare line
  • Our Burt’s Bees brand refreshed its sensitive skincare line to bring additional credibility with consumers and dermatologists through new graphics, packaging and the addition of the National Eczema Association seal of acceptance. Clinical studies also showed the products promoted healthy skin better than the leading dermatologist-recommended brand. This line was the focus of Burt’s Bees’ first-ever TV advertising in the Face Care category.
  • The Clorox brand began introducing a new logo across all its products worldwide. It’s been almost two decades since we last updated the logo in the U.S., and it’s the first time we’ll have a global packaging architecture.

Clorox delivered approximately 3% of incremental sales behind product innovation — the ninth consecutive year of this achievement.

Burt’s Bees Premium Lip Care — Overnight Lip Treatment and Conditioning Scrub; Cucumber Mint Lip Balm
Burt’s Bees Masks
Burt’s Bees Baby® Sensitive Line — Foaming Shampoo and Wash; Ultra-Gentle Lotion
Burt's Bees Cosmetics — All Aglow Lip & Cheek Sticks; Bronzer & Highlighter Sticks; Concealers
Brita® Premium Filtering Water Bottle
Fresh Step Mediterranean Lavender Scented Litter with the Power of Febreze
Glad Dual-Layer Trash Bags Including Gain Scents
Kingsford 100% Natural Hardwood Briquets
Clorox Healthcare® Versasure® Cleaner Disinfectant Wipes
Clorox Disinfecting Bio Stain and Odor Remover
Clorox Ultra Clean Disinfecting Wipes
Clorox Scentiva Disinfecting Wet Mopping Cloths
Ever Clean® Total Cover® Clumping Cat Litter (Europe)
NeoCell Super Collagen Berry Lemon and NeoCell Collagen Peptides
Renewlife Basic Care Probiotics and Organic Prebiotics: Healthy Weight and Optimal Energy; RenewLife Digestmore Enzyme Formula: Dairy, Fats + Proteins, Plant-Based Foods
Kitchen Clog Destroyer Gel, Lemon Scent; All-Purpose Clog Destroyer Gel, Lemon Scent; Kitchen Industrial Strength Gel, Lemon Scent
Hidden Valley Ranch Ready-To-Eat Ranch Dips – Classic, Bacon and Buffalo; Blasted Ranch Dipping Sauces – Bold Buffalo, Ranch-Dipped Pizza & Zestier Ranch
Clorox Stain Remover Supreme Whitener (Middle East)
Clorox Supreme White (Latin America)

2020 Strategy Recap

  • Recognizing the shift in consumer behavior, we’ve led the consumer packaged goods industry in the percentage of media spending focused on digital, increasing from 24% in FY 2014 to about 55% in FY 2019.
  • Clorox Company products continue to be found in about nine of 10 U.S. households, a household penetration rate that has remained strong throughout the strategy period.
  • The Glad brand rolled out dual-layer technology across its kitchen trash bag portfolio, offering consumers enhanced leak, rip and odor protection. This breakthrough dual-layer technology platform will fuel ongoing innovation into the future.

A new Home Care manufacturing facility opened near Atlanta, Georgia, in FY18.


of media spending
focused on digital
in FY19

Throughout the 2020 Strategy period, we created superior product experiences that delighted consumers and supported our brands. Here is some of the leading innovation from FY 2014 to FY 2019:

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Brita LongLast® Filters
Fresh Step Clean Paws Litter; Fresh Step Lightweight Litter; Fresh Step Litter with the Power of Febreze
Kingsford Professional, Kingsford Flavored Briquets — Hickory, Mesquite, Applewood, Cherrywood, Pecan
Burt's Bees Lipsticks, Beauty Line, Burt's Bees Lip Balm Flavors — Coconut & Pear, Cucumber Mint, Vanilla, Wild Cherry
Hidden Valley Ranch — Southwest Chipotle, Bacon, Avocado; Hidden Valley Ranch Simply Ranch® — Classic, Cucumber Basil, Chili Lime; Hidden Valley Ranch Greek Yogurt Dressing — Classic, Spinach & Feta, Cucumber Dill
Glad ForceFlex Plus Advanced Protection Gain Original
Clorox Healthcare Fuzion Cleaner Disinfectant
Clorox Scentiva Disinfecting Wipes & Sprays
Rainbow Light® Prenatal Precious Gems Vitamins
Clorox Total 360® System
Neocell Gummy Glow Dietary Supplements
Ever Clean Fast Acting Clumping Cat Litter (Europe)
Glad to Be Green Plant-Based Bags (Australia)
Clorox Ultra Stain Remover (Latin America)
Clorox Ultra Stain Remover; Clorox Stain Remover Color Booster (Middle East)

Brands With Purpose

Clorox What Comes Next Project

Clean matters — whether it’s a spotless space to work in, a germ-free table to feed your family, fresh sheets to sleep on or safe water to drink. It’s about more than getting rid of dirt and germs. Where there’s a clean environment, people can do their best work and live their best lives. With this in mind, our Clorox brand has been embracing its purpose: to champion a cleaner world where people thrive. The brand committed to transforming lives with projects both big and small in communities across the U.S. To date, it’s provided over $250,000 in microgrants to individuals, adult and youth leaders, and organizations that are making a positive difference in their communities through the Clorox What Comes Next Project. More information about each of the projects can be found at


Our Brita brand’s mission is to make water better for people and the planet by inspiring people to stop using wasteful single-use plastic water bottles and choose reusable options instead. In the United States alone, we use 2,000 single-use plastic bottles every second. 70% of these bottles never get recycled and end up in landfills or the world’s rivers and oceans. Brita’s water filtration systems — including pitchers, dispensers and reusable bottles — are the perfect solution for great-tasting water without the waste. In 2018, Brita filtered the equivalent of 10.6 billion single-use plastic bottles1. To raise awareness, Brita partnered with National Geographic on its Planet or Plastic? initiative. Together, they launched three documentary-style videos detailing the effects of single-use plastic on our environment. The partnership kicked off with a New Year’s pledge to reduce single-use plastics, which resulted in nearly 30,000 pledges to reduce bottled water use. At Clorox, Brita sent toolkits of educational resources and signage to 43 locations across North America and Latin America encouraging employees to go bottled-water-free.

1 Based on 2018 shipment volume of all Brita systems and filters. Compared to 16.9-ounce bottles.