Commentary

Not Your Grandmother's Pine-Sol

When Sacha Connor, director of marketing for Clorox, which owns the brand, and agency Reach went looking for influencers who could dance and were willing to work with a cleaning brand, she was thrilled when they found their top couple. But when the influencers saw it was Pine-Sol, Connor's ego took a big hit. See why.

Fine the rest of this session and more at our Marketing:CPG Agenda page.

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About the Author

Nina Lentini is editor of events and research at MediaPost. You can reach her at nina@mediapost.com.

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