Marketing 50

Press 'n Seal

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When Clorox Co. acquired Procter & Gamble Co.'s technology for plastic wraps and bags in 2002, Benno Dorer came as part of the package. As a P&G marketing director, Mr. Dorer already had headed the 2000 test market of Impress, a plastic wrap using a proprietary "random dimple" design and adhesive first developed for diaper closures. That wasn't enough to clear the high financial hurdle of launching a new brand.

So P&G struck a deal with its longtime nemesis to swap its technology for a 20% stake in Clorox's Glad business. German-born Mr. Dorer became marketing director for Glad as it launched the wrap as Glad Press 'n Seal in 2003. He also led marketing efforts behind Glad ForceFlex trash bags.

The two products, dubbed "game changers" by Clorox, have changed the game in two categories. Press 'n Seal propelled Glad from a 26% share before launch to more than 45% of the plastic wraps business in the four weeks ended Sept. 4, according to Information Resources Inc. ForceFlex has pushed Glad's share up 8 points to more than 38%. In January, Mr. Dorer, 41, went from a joint-venture employee to full-fledged Clorox employee as he was promoted to VP-general manager of Glad. "When you start innovating, you ask yourself will innovation work in commodities or are they commoditized because there hasn't been any innovation. I think we've shown it's the latter."

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