Clorox CMO Eric Schwartz noted that the company moved away from creating individual brand campaigns and toward building 'systems of relevance' that are 'intentional but flexible' and 'insightful but bite-sized,' per Marketing Dive.
ReadingThe steal: systems of relevance work because they are rigid enough to protect brand consistency but loose enough to stay current. Instead of writing five campaigns per year per brand (expensive, slow), Clorox built a framework that says: 'Here's the brand promise. Here's the audience context. Here's the approved tone. Go.' The individual brand manager can now ship content in days, not months. For a physical-product brand with 3+ SKUs or variants: build one 'system' (tone, visual language, proof points). Give each SKU manager the freedom to contextualize that system to local moments (seasonality, retail events, regional trends). The system protects you from chaos; the flexibility protects you from stale.
MY STASH TAKECampaign-by-campaign marketing is slow. Clorox just showed that the win is not in writing better campaigns — it's in building a system that lets your teams write better, faster, because the framework is already there. It sounds like management speak, but it actually unloads the creative burden and makes local relevance possible. Systems let you be both consistent and current.
WatchWatch for Clorox to measure which SKU or brand within the system adapts fastest to news cycles and what that tells them about product positioning.