Clorox examined 13 possible segments and settled on three to
include in a new bundle that would have a common scent platform and
be used in different rooms. He said the three segments that seemed
to be most popular were a multipurpose dilutable cleaner to use on
floors and other surfaces, an aerosol freshener for the air, and a
toilet-bowl rim hanger reminiscent of the canastillas, or little
baskets, commonly used for that purpose in Latin America.
The segments Clorox rejected as less popular included plug-ins,
fabric perfumes and scent-diffusing wreaths. The company also
tested different names such as Clorox Aroma and Fraganzia by Clorox
before settling on Clorox Fraganzia.
Many marketers have Hispanics in mind when they launch new
products in categories such as food and fashion. Beer marketers add
lime, McDonald's has
smoothies in tropical flavors and Pepsi is adding Hispanic-targeted
summer flavors such as Paradise Mango to its new Pepsi Next
"You see a lot of things happening in food, clothing and
services," Mr. Cardona said. But for household cleaning products,
marketers tend to just throw in a scent like lavender. "No one's
taking the approach of looking at what are the needs."
A $2 million TV, radio, online and product integration campaign
breaks this week for Clorox Fraganzia by Omnicom Group's Alma, the
U.S. Hispanic shop Clorox moved to when it consolidated its general
market account with DDB. A Clorox TV
spot includes an 8-second message that says "Discover the new
Clorox Fraganzia line. Delicious fragrances for the final cleaning
touch for floors, bathrooms and rooms."
The campaign is entirely in Spanish, with no marketing to
non-Hispanics. Clorox ranks as the 44th biggest Hispanic
advertiser, spending about $32 million in 2011, according to Kantar
Media figures appearing in Ad Age 's upcoming Hispanic Fact Pack
(July 23, 2012). That's small compared with No. 1 Hispanic
advertiser Procter &
Gamble, at more than $200 million, and slightly behind Unilever, No. 37, which cut its
Hispanic advertising by 35% in 2011 to $36 million. But Mr. Cardona
said Clorox spends a much higher proportion of its ad dollars
targeting Hispanics than its rivals do. He said the company has
identified multiculturalism as one of four mega trends, along with
sustainability, health and wellness, and affordability.
Clorox Fraganzia is Mr. Cardona's project, and he is taking the
lead on sales and marketing. With other brands, such as Hidden
Valley, he acts as an adviser to the brand group. Clorox has about
six people working on multicultural at company headquarters, and
another half dozen in the field, he said.
In one interesting finding from the company's research into
household cleaning products, Mr. Cardona said, "Our strength goes
across different levels of acculturation."
As Hispanics become more acculturated, they still maintain
similar cleaning habits, even though they clean less, he said. For
instance, he said less acculturated Hispanics index at 140, meaning
they clean 40% more than non-Hispanics. That index declines as they
become more acculturated, and hits 100, or the same as
non-Hispanics, for the most acculturated Hispanic consumers.