BURGEONING BASKETS

When Clorox wanted to convince Kroger shoppers to try items in its new Green Works household cleaning line, it headed for an unlikely destination: the organic dairy case. The section would be a fitting home for promotional floor graphics, the marketer reasoned, since it serves as a major point of entry for shoppers who are beginning to buy natural products, Kevin Maher, marketing director for the

When Clorox wanted to convince Kroger shoppers to try items in its new Green Works household cleaning line, it headed for an unlikely destination: the organic dairy case.

The section would be a fitting home for promotional floor graphics, the marketer reasoned, since it serves as a major point of entry for shoppers who are beginning to buy natural products, Kevin Maher, marketing director for the Clorox Co., told SN.

The strategy — which also included placement of mobil

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