Clorox Compostable Wipes Launch & eCommerce Expansion

Led the multi-phase launch of Clorox Compostable Wipes — from whitespace research and brand platform development to in-store and eCommerce commercialization. Positioned the product line to compete in the ‘natural’ cleaning segment, stretching the Clorox brand into a new space through insight-driven claims and a compelling shopper narrative across channels. Owned the end-to-end strategy, including pricing, positioning, claims, packaging, sub-brand architecture, PDPs, media planning, and the creative development and execution of the campaign.

Results:

• Achieved #1 velocity at Target within 6 weeks of launch

• Delivered +12% sales lift during the Spring Cleaning Pulse Period

• Drove $500K+ incremental sales for the Amazon-optimized pack in its first 6 months

• Proved Clorox could compete in ‘natural,’ paving the way for the “Free & Clean” platform

This wasn’t just a wildly successful product launch — it was a strategic unlock that redefined what Clorox could represent in the future of cleaning.