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:

1. 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?
2. 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?
3. 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?
4. 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?
5. 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?
6. How do you help retailers and their buyers understand that this isn’t cannibalization, it’s a category expansion opportunity?
7. Given that laundry dissatisfaction skews toward younger and multicultural households, what does a winning insights-to-innovation pipeline look like for that category?
8. 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?
9. How does Clorox use insights to make portfolio and price-pack architecture decisions that serve both ends of that spectrum without diluting brand equity?
10. 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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