The CPG Guys Home Care Redefined with The Clorox Company's Oksana Sobol
The CPG Guys are joined in this episode by Oksana Sobol, Vice President of Insights & Decision Intelligence at The Clorox Company,
Follow Oksana on LinkedIn at: https://www.linkedin.com/in/oksanasobol/
Follow The Clorox Company online at: https://www.thecloroxcompany.com/
Download the white paper on "Home Care Redefined" here: https://www.thecloroxcompany.com/home-care-redefined/
Oksana answers these questions:
- The report shows emotional outcomes from cleaning are up 13 points since 2016 — how did that finding land internally at Clorox, and how does it change the way you brief brand and innovation teams?
- How should CPG brands be thinking about product placement, pack size, and on-shelf adjacencies to meet consumers where they actually clean — rather than where we assumed they did?
- 31% of consumers think their products are disinfecting when they’re not. Where does the responsibility sit — on the brand, the retailer, or the shopper marketing ecosystem — to close that gap?
- The report highlights Gen Z rebranding chores through cultural frameworks like “Giving the Dishes a Bath” and #CleanTok. How is Clorox thinking about reaching this cohort?
- How are sensory experiences becoming a legitimate product development and marketing discipline at Clorox, and do you see this creating new shelf segmentation opportunities at retail?
- How do you help retailers and their buyers understand that this isn’t cannibalization, it’s a category expansion opportunity?
- Given that laundry dissatisfaction skews toward younger and multicultural households, what does a winning insights-to-innovation pipeline look like for that category?
- Pet owners use ~21 cleaning products and clean floors more frequently, yet most don’t buy separate laundry products for pet-related loads. How big is the unmet need here commercially, and is the challenge one of product innovation, consumer education, or retail shelf organization?
- How does Clorox use insights to make portfolio and price-pack architecture decisions that serve both ends of that spectrum without diluting brand equity?
- As VP of Decision Intelligence alongside Insights, how are you thinking about where AI accelerates your work versus where human closeness to the consumer remains irreplaceable?
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