S E C O N D Q U A R T E R 2 0 1 2
when fun and flirty
fragrances go natural
PRICING IN A 3D WORLD
HOW CLOROX TACKLES THE CHALLENGE
THE CLAIM GAME
OUR PRODUCTS TELL THE TRUTH
ALL IN THE FAMILY
S E C O N D Q U A R T E R 2 0 1 2
A Note From the CEO
Can We Go?
Totally cool! Consumers love
small steps they can take to In our company, where people are driven to
succeed, we’re always setting higher and higher
help the environment. goals for ourselves. Our Tampa, Florida bleach
Go Glad® team!” plant team did just the opposite and recently
Jee Ahn, Clorox Global Insights, on hit a new low: they now send zero waste to
the Glad® One Bag Challenge a landfill.
In 2009, the Tampa team was the first to borrow the “dumpster dive” model
created by Burt’s Bees® employees. Now, they’ve become the first zero waste-
to-landfill facility outside the Burt’s Bees network. The Tampa employee eco
As a former Parent-Teacher network led the charge to understand what they were throwing away, then
found ways to reduce, reuse and recycle more than 90 percent of their waste
Association (PTA) president, stream. The final 10 percent goes to a waste-to-energy facility, so nothing ends
I’ve seen firsthand the difference up in the dump.
we can make in our schools
The Burt’s Bees and Tampa teams are not the only ones to set their sights low.
and communities!” Our regional distribution center in Aberdeen, Maryland, has committed
Alpharetta, Georgia, employee to achieving zero waste to landfill. In Orangeville, Ontario, Canada, and
Kate Barkelew on Product Supply’s Quilicura, Santiago, Chile, our teams have set goals to reduce their waste by
at least 90 percent by 2013. In Spring Hill, Kansas, our cat litter team retooled
plant operations to recycle more than 70 percent of the reclaimable clay that
was going to a landfill.
The list of Clorox facility achievements goes on, and even as individuals,
Absolutely love how natural it is we can all get in on the act. In our offices, plants and distribution centers
and doesn’t smell like Play-Doh around the world, Clorox people are sorting waste into different bins. We’re
just because it is natural!” now composting food waste and nonrecyclable paper in California, North
Carolina, Colombia and Chile.
Consumer comment posted on
GreenWorksCleaners.com about The Glad® team is taking this thinking to consumers, with a number of tools
Green Works® dishwashing liquid to help people reduce waste. In addition to cutting down the amount of plastic
in our trash bags, we launched our “One Bag” program, which includes
partnering with a number of U.S. universities to significantly curb the amount
of trash created in and around their football stadiums. The Glad website
provides tips and even the chance to win grants to encourage groups to hold
Are you excited? Are you fired up? One Bag events in their communities.
Are you ready?” It may not be possible for all of us to send zero waste to landfills. It’s probably a
Heath Rigsby, director – Global Sales, stretch to get an entire college football crowd’s trash into just one bag. But it’s
Burt’s Bees®, unveiling the güd TM product good to know Clorox people are leading the way and helping others aim low.
line at the Aug. 4 global town hall meeting
The Clorox Company Don Knauss
1221 Broadway, Oakland, CA 94612
Play-Doh is a registered trademark of Hasbro, Inc.
This year, for the first time, we’ve
Many studies have shown that using your integrated our annual financial
head — reading, doing crossword puzzles and corporate responsibility (CR)
or actively engaging in intellectual reporting, making us one of only a
pursuits — reduces your risk of dementia.
small number of companies to do so.
Think of your brain as a muscle: use it or
Exercise also builds up the hippocampus,
which helps move information from
short-term to long-term memory. Just
30 minutes of daily activity — walking,
gardening, housekeeping — can cut the
threat of dementia by 16 percent.
Food choices also impact brain health.
Ignoring small health issues can lead Cut back on saturated fats and fill the
gap with monounsaturated fats (nuts), as
to big brain problems, according to a well as folate, vitamin B-12 and vitamin E
Canadian Study of Health and Aging, (found in fresh, brightly colored produce
which tracked participants for a decade. and whole grains). And aim for healthy
The study found that little things like ar teries, which deliver oxygen-rich
blood to your brain, by keeping a check
outdated eyeglasses, foot problems on your LDL cholesterol, blood pressure
and digestive issues increased an and diabetes.
otherwise healthy person’s risk of
developing dementia by 3 percent per
issue, compared to a person without
minor complaints. Add it all up, and Our report, “Think Outside the Bottle,”
you could be unknowingly increasing highlights our innovative approaches
your risk of dementia by 30 percent. Finally, avoid heavy drinking and drop in the areas of Performance, People,
those cigarettes (a two-pack a day habit Products, Planet and Purpose. These
It’s unclear why small complaints increases your risk 157 percent). If you’ve five pillars represent the intersection
add up, but doctors have guesses. Not already tried to stop smoking, doctors
will tell you to try again. North Americans
of our business and social imperatives.
taking care of sinus infections and average about seven attempts before they
arthritis inflammation can damage A d ig ita l repor t ca n be fou nd at
finally kick the habit.
w w w.T h e C l o r o x C o m p a n y. c o m .
your arteries and brain cells. Also,
We’re using bot h t he print a nd
when your vision and hearing are
sharp, your stomach is calm and your The Bottom Line: digital versions to continue engaging
with stakeholders and fulfilling our
sinuses aren’t throbbing, you’re more When it comes
commitment to transparency.
open to trying new things and being to your brain,
physically active — both of which sometimes you
engage your brain and encourage should sweat Have questions or feedback about
the small stuff. the report? Email corporate.
neurons to make new connections.
communications @ clorox.com.
What happens when a leader
in natural personal care
focuses on color,
energy and fun
by SIMONE SEELEY
H ello eco-friendly-fabulous twenty-
somethings. Meet güd™, the new
brand that’s bringing fun, flirty fragrances
to the natural personal care category.
“Instead of just being eco-friendly like
much of the category, with the güd brand,
we can be something completely new and
different,” says Garrett Putman, senior
brand manager – Global Marketing.
“We can be eco-fun. Eco-fun is like a
Smart car, it’s like Ben & Jerry’s. And by
being eco-fun, we intend to bring a new
consumer into the natural personal care
category — the Beauty Enthusiast, who
thinks natural is trendy, but who won’t
sacrifice on things like great scents.”
To attract this millennial and make
natural cool, we worked with an agency
to design colorful and playful packaging.
We also hired world-renowned “nose”
Roger Schmid and Givaudan, one of the
largest fragrance houses in the world, to
develop our signature scents: Orange
Petalooza™ Vanilla Flame™ Floral,
Cherrynova™ and Pearanormal Activity™ .
The güd line will ship in the U.S. in If you don’t
To support the launch, we’ll be focusing
November with 24 all-new products.
For hair on PR, in-store execution and social
We also partnered with the Burt’s Bees®
Last time you that says media. This includes in-store circulars,
saw this much
brand’s largest customer, Target, to
exclusively feature eight additional items
end-cap displays and store signage,
you will now.
QR codes, sampling, customer emails,
with the Pearanormal Activity scent for Talking hair,
If you don’t Facebook promotions and outreach to
therefragrant pretty nifty.
strobe first six months. Our lineup includes
the lights. beauty magazine editors. We will also
shampoo, conditioner, body wash, body use The Hive (the Burt’s Bees website
butter, body mist, body lotion, foaming
hand wash and hand cream.
and keep driving the project forward,”
email list) to invite consumers to the
güd website, where they can purchase
you will now.
To invited. eco in eco-fun, all güd
put the says Celeste Lutrario, vice president –
ingredients are at least 97 percent natural R&D, Burt’s Bees. “We’ve learned a lot “The güd launch is all about growth on
and its packaging is recyclable. Like Like a two fronts. First of all, growth for us!”
with this launch that I believe we can
Burt’s Bees products, they contain no apply to other parts of the business says Pete Alberse, vice president – Global
parabens, petrochemicals, phthalates or that will help skin speed up the process
to your us Sales, Burt’s Bees. “I love to be on the
SLS, and are never tested on animals. (without the offensive — it’s a shot in the arm for both
our people and our business. It is also
Getting the güd word out nice growth for the natural category. The
Customer response has been strong, and category definitely needs another brand
most major retailers plan to carry the to attract consumers, and it certainly
line. The güd brand will be merchandised should be ours!”
on the natural personal care aisle, near
Burt’s Bees products.
to your skin “If we get the same response from
(without the consumers that we have from retailers,
naughty parts). we’ve got a winner,” Garrett says. “These
Last time you
products look great, they smell great and saw this much
they work great. One of our tag lines is,
‘When does güd happen? Just open the
cap.’ We think consumers are going to there were
A new brand in less than a year be really happy with our products, and
From idea to formulation to shelf, the we hope they will share their experience
entire güd project took less than a with their friends.”
year. According to Garrett, we’ve been
thinking about expanding in the natural
personal care space for a while, more
generally through acquisition. Then,
theLast this much
last December, we decided we had the While Burt’s Bees products ®
internal talent to launch a new brand time you target the Health and Beauty
happens. enthusiasts “touch m
ourselves. In January 2011, we formed an saw Sleuth, the güd™ brand aims
agile team of 15 people to run with it, and for Beauty Enthusiasts:
this November, we began shipping.
20- to 25-year-old millennials Talking hair
Partnering with outside experts has there were pretty nifty
helped us move more quickly. In addition strobe lights. Think natural is trendy, but
to the fragrance house and packaging won’t sacrifice scent
agency, we also worked with a third- Into social media and sharing
party formulator to develop the different with friends
lotions and washes. And presently,
we’re using a contract manufacturer to Often shop at Target
produce the line. and Walgreens, so güd aims
to bring natural products with
“We had the right internal experts on indulgent fragrances to these
the team who found the right external mainstream channels
experts to keep this project moving
quickly. Importantly, the core team also
had the authority to make big decisions
Smart car is a registered trademark of Daimler Vehicle Innovations USA LLC; Ben & Jerry’s is a registered trademark of Ben & Jerry’s Homemade, Inc.; Facebook is a registered trademark of Facebook, Inc.
by PHIL WOLF
The strength of our brands, customer
relationships and consumer loyalty make it
easier to tackle one of the toughest challenges in
the CPG business.
“N o one likes price increases.” Ed Huber makes the challenge
crystal clear: “We don’t like to raise our prices. Retailers
don’t like to receive our increases. Consumers don’t like to
First, we’re known for great cost-saving efforts, so customers trust
we’ve done our best to keep prices down, even as our raw material
and transportation costs climb.
pay more.” Second, when we raise prices, we’re clear about the choices we
Like them or not, Clorox has a solid track record of successfully decided not to make.
taking price increases. Clorox teams call on several key strengths “Pricing is a choice,” says Ed, vice president – Sales Planning,
when they sit down with customers for this difficult discussion. Cleaning. “We’re very transparent with our customers about
what’s driving up our costs, but we also let them know when
W H AT ’S Y O U R
B R A N D ’S P R I C
E L AST ICI T Y ? u need
t price increase, yo
Before you take tha
Although Hidden Valley® ranch dressing costs more, consumers recognize the
value of this great-tasting brand. nd’s price ela sticity, or how
to know your bra p when price goes
we’re not cutting advertising or scaling back innovation. These much volume tends to dro –2, and we raise
are also components of our consumer value equation.” If Brand X has price can expect volume
the pri ce 10 percent, we has elasticity of
If Brand Y
Balancing that equation requires sound judgment, based on decline 20 percent. ce hike will result
detailed analytics, another key strength. –1, the n a 10 percent pri
10 percent drop in
“Everyone’s asking us to be fortune tellers,” says Matt
is impacted by:
Gregory, vice president – Sales Planning, Specialty. “That’s
Price elasticity ality
where our Analytic Insights team comes in. They run a ton of elated to the qu
• Brand loyalty, r ducts
scenarios, and they call out the risks, the upside and how the ce of our pro
marketplace is likely to respond.” ceived
• The price and
Those scenarios start with hundreds of thousands of points of value of any a ct,
retail data, almost like conducting “in-market experiments,” nting of a produ
• Frequent discou ppers to wait for
according to Ashish Joshi, director – Analytic Insights. “For which “trains” s
example, we can see what the price of a bottle of Clorox® liquid a low pr ice
bleach has been at Jewel stores in Chicago for the past three s, like whether t
• Category factor ary or nice-to-have
years, and how many bottles were sold in those stores each week. product is nece
The art and science of what we do is to isolate the impact of price,
advertising, distribution, promotions, competition and so on, so
we are better able to predict what will happen if we do something
different in the future.”
Predicting what consumers are likely to do is shoppers may just reach for the cheaper option.
one thing, but our pricing models also need to Fortunately for us, though, our strengths
account for what customers and competitors We invest in across the 3Ds of Desire, Decide and Delight
may do. mean that we compete on a lot more than price.
Retailers have their own strategies for “One of the biggest advantages we have is we
adjusting prices on store shelves. Some and consumers invest in 60/40 wins, and consumers know the
target an everyday low price, while others difference our brands make,” Ed says. “Even if
sell a product for a slightly higher price,
know the a low price tempts them to try another product,
with periodic lower-price promotions. Each difference our they will come back to our quality.”
customer’s approach and timing may differ,
Hidden Valley® ranch dressing, for example,
but our models are usually pretty good at brands make.” generally costs more than our top competitor,
predicting the overall impact of price changes
but consumers prefer the taste of our brand.
in the long run.
In addition, over the past few years, we’ve
We compete across the 3Ds, not just on price invested in advertising, and our “share of voice” (our share
With the leading brand in many categories, we’re often the first of total ad spending in the category) has risen from about 60
to raise prices, even when every brand is facing similar cost percent to more than 80 percent. As a result of these demand-
pressures. (“Anyone who’s making a trash bag is going to have building efforts, our market share has increased, and the Hidden
to deal with the same increase in resin costs,” Matt points out.) Valley brand is now a solid leader in salad dressing.
If competitors don’t follow our lead, or the gap widens between It’s true; no one likes price increases. But everyone loves a good
our price and a branded or private-label competitor’s product, value, and consumers trust our brands to deliver.
C GA REMOVES
RMO N early everything on a product label
is a claim. Often underappreciated,
claims are huge business drivers, and
require extensive testing before they’re
ever printed on a package or used in
“Having relevant and differentiating claims drives preference
with consumers and customers,” says Estela Gonzalez Barreiro,
CDU brand manager – Clorox LatAm. “Claims are critical to
How we make sure our product increasing market share and growing sales.”
“Claims start with in-depth insights,” says Jodi Russell,
claims tell the truth, and nothing director – R&D, Specialty. “Claims rooted in consumer needs
will drive product purchase.”
but the truth. As consumer needs change, so too does our focus on the claims
“When the H1N1 flu pandemic hit in 2009, consumers
became more concerned with disinfecting,” says David Cole,
group manager – R&D, Product Development. “Our Global
Stewardship group worked with the U.S. Environmental
Protection Agency to quickly get approval for an H1N1 flu claim
on products like Clorox® disinfecting wipes, which drove sales.”
Another consumer insight, this time on the Liquid-Plumr®
brand, revealed that speed was just as important as efficacy when
it comes to clearing clogs. So we set out to prove we could clear
clogs in just seven minutes with Liquid-Plumr Penetrex™ gel.
“Claims help us stand out, and our seven-minute claim sent
Drano into a panic,” says Bob Miller, director – R&D, Cleaning.
“The best claims are compelling across all 3Ds — they create
desire, prompt consumers to decide to buy our products and
ultimately delight them when we deliver on our claim.”
We don’t claim it if we can’t prove it
Quick clog clearing is
important to consumers, “From product labels to ads, our people — particularly in R&D,
so the Liquid-Plumr® team Legal and Marketing — are dedicated to safeguarding and
proved the claim that
Penetrex® gel clears clogs educating the public on the benefits of our products,” says Liz
in just seven minutes. Sutton, group manager – R&D, Global Stewardship.
cleaner should be applied. Clorox follows
these methodologies, when they exist.
When they don’t, our scientists develop
“There was no standard industry Claims are categorized as either comparative
procedure for testing drain opener (against a competitor) or noncomparative
products,” says Svetlana Walker, (focusing on our product’s benefits). In both cases,
corporate counsel. “So the Liquid-Plumr there are many different types:
team did extensive in-home consumer
testing to understand what the most
common drain clogs are made of. Then SUPERIORITY
the product is
Using our 38-toilet lab in Pleasanton, California, we they went to local barber shops, made better than others
run extensive tests to prove that our toilet product
claims are accurate. clogs with real human hair and created
sinks with realistic plumbing to test
This means being very sure everything their products.”
we claim about a product is true.
Why do all this? Because we believe in
According to Sara Morales, group
PARITY no other product is better
doing the right thing.
manager – R&D, Product Claims
“We won’t make a claim if we don’t have
and Evaluations Labs, Clorox runs 9 Out of 10
the hard data to prove it,” Bob says. PREFERENCE Consumers
extensive tests to “prove each and every Prefer the
“Clorox has a reputation for being strict consumers prefer Taste of
product claim. And we strive to make the product
with our claims, so people don’t tend to Brita ®Pitcher
our test methods consumer-relevant, Water to Tap.
challenge us very often.”
reproducible and defendable.”
In foods, ingredient-based claims are
closely regulated by groups like the U.S. EFFICACY
Food and Drug Administration (FDA). what the
“We go beyond just meeting FDA We go beyond just
standards to really deliver on our brand meeting FDA standards (Kills fungus at the root)
promise,” says Joe McShane, group
manager – R&D, Foods. “If we call it to really deliver on
Hidden Valley® Farmhouse Originals
Savory Bleu Cheese, we’ve made it with our brand promise.” ESTABLISHMENT backed by
scientific studies or evidence
real bleu cheese. To support the kosher-
certified claim on our food products,
we’ve worked with rabbis to actually PRODUCT
bless how we handle ingredients during But sometimes we do get challenged, and IMPROVEMENT
that’s when our hard work pays off. an upgrade to
the manufacturing process.” the product
For cleaning, industry groups like “There’s a great deal of rigor that goes
the American Society for Testing and into testing every claim, so we have
Materials publish guidelines for testing complete confidence that we’ve done “For a little extra
flavor, toss with
claims — everything from how to create our due diligence and have the data to ENDORSEMENT Hidden Valley ®
prove it,” says Gabe Martinez, associate testimonials from salad dressing.”
greasy counter stains to how much trusted sources
corporate counsel. - Jodie Shield,
No matter the type of claim (and there
are many, see right), we won’t claim it if
we can’t prove it. Claim it, show it
“Different countries may have different It’s one thing to tell people what our
claim regulations, but at Clorox we products can do. It’s another to show them.
operate by the principal that our claims “Demonstrations take claims to the next
will be honest, truthful, substantiated and level,” Bob says. “When we show people
not misleading — on every product, in our products in action, they choose us.”
every country,” says Germán Klingenfuss,
When no industry standard for testing drain openers corporate counsel – International.
existed, we created our own realistic hair clogs and Watch Clorox product demos on CloroxWeb,
sink pipes to test Liquid-Plumr ® products. and see our claims come to life.
Drano is a registered trademark of S.C. Johnson & Son, Inc.
As a privately held company,
SC Johnson can play by different
rules than public companies.
by JEN DOZIER
I n 1886, Samuel Curtis Johnson sold ornate parquet flooring
to hotels, government buildings and wealthy homeowners. To
care for those fancy floors, he started including a homemade can
of Johnson’s prepared paste wax with his floor sales.
It wasn’t until the 1950s that the company started expanding
into areas outside of wax, beginning with an aerosol insecticide.
During the next half-century, they grew from a $150 million
dollar wax business into an $8 billion family of companies.
Headquartered in Racine, Wisconsin, SC Johnson (SCJ) sells
products in more than 100 countries on six continents.
What it means to be “a family company”
A public company, like Clorox, is owned by a large number of
stockholders. Each stockholder owns shares of the company,
which are traded in a public market or exchange.
SC Johnson, a private company, has been owned and led by
the Johnson family for five generations. They have never issued
shares on a public stock exchange.
“For a publicly-traded company like Clorox, it’s important to
remember that our stockholders are the ultimate owners of
the company,” says Steve Austenfeld, vice president – Investor
Relations. “We are accountable to them and must make choices we
think will generate long-term value for them. Private companies
have greater room to make decisions as they’re only accountable
at a glance
Headquarters: Racine, Wisconsin
Annual Sales: More than $8 billion
“When Clorox bought First Brands in Home Cleaning Brands:
1999,” Steve explains, “we funded the • Drano drain opener
purchase by issuing new shares of Clorox • Duck bathroom
stock in the marketplace, something SCJ cleaners
can’t do as a private company.” • Fantastik all-purpose
to the few owners of the company — in
SCJ’s case, the Johnson family.” Monitoring SCJ’s performance is • Mr. Muscle cleaners
Private companies are also less concerned not easy
• Nature’s Source
about short-term financial performance. Comparing our financial performance natural cleaners
to SCJ’s is challenging because private • Pledge cleaners
“A private company, such as SCJ, has
companies aren’t required to report to the • Scrubbing Bubbles
the flexibility to deliver highly variable
Securities and Exchange Commission bathroom cleaners
financial performance,” says Steve. “For
(SEC) like public companies are. However, • Shout stain remover
example, if they want to invest heavily on
there are some metrics we can monitor to • Windex glass cleaner
a strategic initiative for several years, or
gauge how they are performing.
significantly discount their brands for an
extended period, they can do so since they The most straightforward way to track
SCJ’s performance is through market Air Care Brands:
are not accountable to public stockholders
share. We primarily compete with SCJ • Glade air fresheners
in three categories: bags and wraps, • Oust air sanitizers
There are also downsides to being a private
cleaning and stain removers.
company. Since they don’t have shares that
trade in the market, they cannot issue new “Our market-share leadership in home
shares to generate cash. This generally cleaning has allowed us to grow share
limits private companies to using bank over time versus SCJ’s cleaning portfolio,” Pest Control Brands:
loans or issuing debt, which may restrict says Steve. “And lately, we’ve made good
them from making significant capital progress in the food storage segment • All Out mosquito
investments or large acquisitions. as well.” killer
• Autan insect
We can also monitor private companies’ repellant
outstanding debt. We evaluate how • Baygon bug killer
We much debt they have, whether they are • Off! insect repellant
issuing new debt and what interest rates
primarily they have to pay on their debt.
• Raid bug killer
compete with “SCJ is an able competitor with very good
SC Johnson brands, and what makes them different Home Storage Brands:
is our inability to track their financial
in three performance,” says Steve. “But what’s
• Saran plastic
important is winning in the marketplace.
categories: So as long as we continue to hold or
• Ziploc food
bags and wraps, grow market share against them, our and containers
need to know how they are performing
cleaning and financially isn’t as important.”
stain removers. Auto Care Brands:
• Grand Prix car products
Where in the World Is Clorox?
IN o mo
hat l e ad t
eeti ngs t
ad h oc m
u r ag e
es enco ion.
s p ac i n n ova t
wo r k d
O p en r at ion an
c o llab
By breaking down
walls, the design of the of a heads-down, traditional work style.” But this work style,
coupled with closed offices and cubicles, generally hindered the
new Kennesaw facility
collaboration that inspires creativity and innovation.
Kennesaw’s new workplace design features open workstations,
is helping build up a
shared offices and community gathering places. Together with
plenty of natural light and improved technology — state-of-the
art teleconferencing and a flexible phone system, for example
community. — the new site has a clear focus on creating a collaborative
community. With 30,000 square feet — including 5,500 square
feet of lab space — the new facility also provides plenty of space
for the team today and a larger community in the future.
by DAN SHORE
When the walls came down, noise came down
K ennesaw, Georgia, is the kind of place where you can drive Initially, employees were concerned about two of the most
a half hour in one direction and land in a big city (Atlanta, prominent workplace design features — the open workstations
in this case) or a half hour in the opposite direction and escape and shared office spaces. Would it be too noisy? Would there be
enough privacy? Those concerns proved unfounded.
into the mountains. It’s a place where you’ll find a large barbecue
restaurant on one block and a small mom-and-pop shack on “When the cubicle walls came down, the noise level in the office
another. There’s a home and a lifestyle to suit anyone’s tastes. actually came way down as well,” says Paul Williams, director –
Engineering Services. Cubicles create a false sense of privacy, he
That variety is mirrored in Clorox’s Kennesaw facility, which
explains, and as a result, occupants tend to speak louder. With
is the East Coast hub for Manufacturing Solutions and R&D
the open workstations, people are quieter and more considerate
support, including Engineering, World Class Manufacturing,
of those around them.
Production Services and Quality Assurance. In addition, the
facility is home to teams from Manufacturing, Procurement, The shared office space hasn’t been an issue either. “There’s
Logistics and Safety, Health and Environmental. always an office available for a quick meeting or a private phone
call,” Trent says. And “neighborhood” governance committees
Bringing this diverse population of more than 100 employees
ensure everyone’s needs are being met.
together was one of the goals in designing the site’s new offices,
which opened in July. “While the new design has stretched many of us out of our
comfort zone, it’s been for the better,” Trent says. “We’re starting
Workplace design emphasizes collaboration to see a lot more people bouncing ideas off of each other and
“Our average age here is a bit older,” says Trent Sunde, vice collaborating in the shared spaces.”
president – Operations Services, “and so we’ve always had more
That’s exactly what the new design was intended to accomplish.
Q&A WITH CAROLE DAVIDSON
VICE PRESIDENT – IT BUSINESS ENGAGEMENT
& APPLICATION DELIVERY
Joined Clorox: 1985 What would people be surprised to know about you?
Background: I started at Clorox as an administrative assistant I love riding motorcycles — my husband drives and I ride on the
in Corporate Financial Planning, later working as an associate back. We go all over California, spending time in small towns in
marketing manager on the Kingsford® brand and a regional sales the foothills and along the coast. When riding and sightseeing,
manager. I led the Project Delta systems and processes upgrade my senses are overloaded so my brain can take a break from
and the integration of the Burt’s Bees® business before taking on thinking about work.
my current role leading Project Atlas.
People may also be surprised to learn that I have a tattoo. In high
Education: I earned a B.S. in business from Holy Names school, I was very conservative, but when I moved to California
University while working full-time at Clorox. at age 20, the first thing I did was get a unicorn tattooed above
Home town: I grew up in Rimersburg, Pennsylvania, and
currently live in Fremont, California. What’s your favorite cause to support?
What’s your yardstick for success? I was the first person in my family to go to college, so I’m
Success is about working hard, taking smart risks and always passionate about education. I was fortunate to benefit from
trying to learn new things. I like to think of success as a lattice, academic counseling and scholarships. I want students today to
with many diverse and meaningful experiences woven together. have as many options as possible for pursuing higher education
A successful career path doesn’t have to be a straight line or or learning a trade.
necessarily lead to being an executive. For me, it’s important to What’s your role in Project Atlas and why is this initiative so
model for others that it is OK to put yourself out there and not important for Clorox?
fear failure. Taking risks and making mistakes can ultimately
My job is to be the bridge between developing a common platform
lead to breakthrough results.
for processes and systems to enable growth, and understanding
What’s your pet peeve? countries’ needs and desires. International has been charged to
Getting bogged down in process. One of the refreshing things deliver profitable growth above the company average. Project
about working with the Burt’s Bees and International businesses Atlas is critical because it’s updating many of our old systems
is their entrepreneurial spirit and drive to get things done to enable that growth. With common systems and processes, we
quickly, even with limited resources. The ideal workplace has can also learn more from each other and keep improving how we
a bias for action supported by effective processes. That’s what run our business over time.
we’re trying to achieve with Project Atlas, our multiyear effort
to standardize processes, centralize International data and give
leaders access to information they need to make better business
Burt’s Bees® Natural Acne Solutions
NEW AROUND Maximum Strength Spot Treatment Cream
This spot treatment cream is made with tamanu nut oil
to help promote healthy, clear, smooth skin, naturally.
Start-of-ship: November 2011
In the first half of fiscal year 2012, lots of new
Burt’s Bees® products hit markets in the U.S., Burt’s Bees® Refreshing Lip
C a n a d a , A s i a , A u s t r a l i a , N e w Z e a l a n d, Balm with Pink Grapefruit
Europe and Latin America.
This rejuvenating lip balm contains
nutritious oil from the seeds of tropical
pink grapefruit, rich in powerful vitamins
C and E.
Burt’s Bees® Mama Bee Start-of-ship: September 2011
Moms-to-be can pampe r
themselves with this extra rich Burt’s Bees® Medicated Lip
belly butter specially blended Balm with Eucalyptus Oil
to nourish and moisturize skin
This new lip balm, infused with
during their nine-month stretch.
menthol and eucalyptus oil, alleviates
Start-of-ship: July 2011 pain and relieves dry, cracked lips.
Start-of-ship: August 2011
Clorox® Broad Spectrum
This new hospital-use, non-
bleach product is gentle, fast
and effective, killing organisms
33 percent faster than a leading
Start-of-ship: November 2011
Why settle for eco-friendly
when you can have eco-
f u n? g ü d™ p ro d u c ts
combine luscious, natural
formulas with indulgent
scents to leave women
looking, smelling and
feeling great in a way that
is fun, never boring.
Hidden Valley® Veggie Kits: Country Ranch, Liquid-Plumr® Double Impact™
Parmesan Herb and Brown Sugar & Spice Clog-Clearing System
These kits have the perfect combination of ingredients This double-action, power-packed duo comes with a
and spices to turn plain cooked veggies into something deep-reaching, 23-inch pipe snake and a professional-
special in less than 10 minutes. strength gel to clear even the toughest clogs.
Start-of-ship: September 2011 Start-of-ship: July 2011
NEW IN ECUADOR NEW IN EUROPE
Clorox® Ropa Blancos Intensos Ever Clean® Aqua Breeze
A laundry product with an antiyellowing breakthrough Cat Litter
formula ensures clothes will be intensely white Strong clumping power plus a
without damaging fabric. fresh aqua breeze fragrance work
together with a patented carbon
Start-of-ship: October 2011
technology to immediately neu-
tralize even the strongest odors.
Start-of-ship: October 2011
Ever Clean® White With
Blue Indicators Cat Litter
This revolutionary white clumping
litter contains special particles
that turn blue when wet, helping
consumers identify and remove
clumps and keeping the litter box
Start-of-ship: October 2011
NEW IN HUNGARY NEW IN CHILE
Clorox® Disinfecting Wipes Clorinda® CloroGel Flores Silvestres
Now consumers can get the unbeatable cleaning This thick gel formula foams as it cleans, giving
and disinfecting performance of Clorox disinfecting consumers a deep clean with the benefits of bleach.
wipes in an on-the-go pouch. Start-of-ship: November 2011
Start-of-ship: October 2011
NEW IN ASIA
Clorox® Manual Toilet Bowl Cleaner Clorox Clean Up® All-Purpose
This range of specialized cleaners with wide- Cleaner With Bleach
dispensing nozzles gets under the rim and This all-purpose cleaner kills 99.9 percent of
around the bowl, providing complete toilet germs and viruses, so families can enjoy a
bowl coverage. safe, clean home.
Start-of-ship: October 2011 Start-of-ship: October 2011
The Clorox Company
P.O. Box 24305
Oakland, CA 94623
Forwarding Service Requested
SECOND QUARTER 2012
Diamond Drill If there were a movie made about your life, what
Pricing in a 3D World
would the title be and who would play you?
The Claim Game
Michelle Reynolds Regina Carter Jim Stout George Kane
Oakland, California Alpharetta, Georgia Burnside, Kentucky Aberdeen, Maryland
SC Johnson: All In the Family
“Spontaneous Combustion” star- “The Maid’s Daughter” starring “The Procrastinate Kid” starring ... “The Road to Detention” starring
ring Holly Hunter. I may be short Jennifer Hudson. My mother oh, I’ll decide later. Procrastination Meatloaf. I enjoy making light of
and can be cute, but most days was a maid, and helping her is a trait I struggle with. It seems things, but sometimes lose the
everyone should watch out! in the summers taught me the easier to put things off, but it’s not filter between my brain and mouth,
value of hard work, compassion as rewarding. Oh yeah, Bob Hope which often gets me in hot water.
and humility. would star in my movie.
What does service mean to you? Printed with vegetable ink on
100 percent post-consumer
Post your answers to the Diamond Drill on the CloroxWeb To Do list by Nov. 18 and qualify for a chance recycled paper.
to win 12 Bravo points (or equivalent for International employees).