Clorox

One of the largest U.S.-based CPG companies, holding leading or number-one market share positions across multiple household and personal care categories

The Clorox Company is a multinational consumer goods manufacturer headquartered in Oakland, California, with a portfolio spanning cleaning products, health and wellness, lifestyle, and food brands. Founded in 1913, Clorox markets household names such as Clorox bleach, Pine-Sol, Liquid-Plumr, Glad trash bags, Burt's Bees personal care, Hidden Valley dressings, Kingsford charcoal, and Fresh Step cat litter. The company operates across North America and internationally, generating revenues of approximately $7 billion annually and competing directly with Procter & Gamble, Henkel, and SC Johnson. As a major consumer packaged goods (CPG) company, Clorox is a significant participant in the advertising and marketing ecosystem. The company invests hundreds of millions of dollars annually in advertising across television, digital, social media, and retail media channels to support its portfolio of brands. Clorox works with major advertising agencies and media buying firms, and its marketing strategies are closely watched as a bellwether for CPG advertising trends, including its increasing shift toward digital and performance marketing. Clorox gained particular public visibility during the COVID-19 pandemic as demand for its disinfecting products surged dramatically. The company has also navigated a significant cybersecurity incident in 2023 that disrupted operations. Clorox continues to invest in brand-building, innovation, and sustainability initiatives, making it a prominent advertiser and marketer in the CPG space.