Clorox has added some pizzazz to its Disinfecting Wipes by packaging them in decorative canisters that are meant to look more like an accessory than a cleaning product. The canisters are now appearing in Macy's window displays in major metropolitan cities, including New York, Chicago and San Francisco. It's all part of the company's strategy to promote "stylish disinfecting." The new wipes collection, which sports floral and nature-themed designs, is being featured on Macy’s TV screens and samples are available at information booths inside the stores. Brandweek interviewed Lisa Partnoy, marketing manager for Clorox Disinfecting Wipes, who discussed how the brand is leveraging unconventional shopper marketing tactics to draw awareness to its new collection.
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