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NEW sponsor Clorox to share diversity success at Hispanic 360

Monday, July 30, 2012  
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NEW At-Large Board Member Erby Foster, director of diversity and inclusion for The Clorox Company, will be sharing the company’s success in engaging Hispanic customers at Hispanic Retail 360, Aug. 15-17 in Los Angeles.

Foster and his colleague David Cardona, multicultural team leader, cleaning division for NEW title sponsor Clorox, will offer insights into the company’s experience in formulating products and related marketing campaigns that engage Hispanic consumers. NEW Vice President of Sales and Marketing Nancy Krawczyk will introduce the educational session, "Beyond Lavender – Clorox’s Hispanic Inspired Innovation Journey.”

Clorox recently introduced Clorox Fraganzia, a new line of cleaning products targeted at the Hispanic consumer. The company surveyed more than 600 Hispanic consumers, asking questions about exactly how they clean and what kinds of products they like to use and would purchase.

"One important insight was that Hispanics tend to clean in layers,” Cardona told Advertising Age. "They clean not just in one step but in three steps -- cleaning, disinfecting and aromatizing. Clorox has strong credentials in cleaning and disinfecting.”

Cardona is taking the lead on Clorox Fraganzia sales and marketing. With other brands, such as Hidden Valley, he acts as an adviser to the brand group. Clorox has half a dozen employees working on multicultural at company headquarters, and another half dozen in the field, Cardona told the magazine.

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