Benno O. Dorer - The Clorox Co.
Management
Yeah, Lauren, if you think back about the conversations that we've had with you and investors over the last year or two, we've always said that on the two businesses where we think we can do better, litter and Brita, we want to turn those around, but we want to do it the right way, meaning profitably and in ways that are sustainable. And certainly, in litter, we've done exactly that and we've also said that in Brita it would take time until we have innovation, and that time is now. So we'll invest in the back half quite significantly behind strong innovation plan, which has two components. First of all, what we call Brita Stream pitchers, which by the way, has Stephen Curry on packaging, which pops at shelf really nicely. And these pitchers address a barrier in the category and that's convenience. So you can filter as you pour and it makes the filter experience much faster. You can filter water about 10 times as fast as with traditional filters in the category. So great design, very contemporary and upbeat and filter as you pour. So I feel good about that. And then second, as you mentioned, Longlast filter, they last 3 times as long and are going to specifically target those consumers who aren't replacing their filters as consistently perhaps as we would like them to. The filter also removes lead, 99%, so we can make that claim, and it's a much better value compared to a branded and also on a relative term private label filters in the marketplace. So that, of course, addresses value as something that has held us back in share a little bit over the last few years in the category. And we expect that the two innovations together in addressing the two major opportunities in convenience and value should do quite well on top. We have a new ad campaign, again, featuring Stephen Curry, the NBA's MVP, that was very well received in premarket testing and that will go out into spring. So as a result, clearly we want this business to do better. It is doing much better in non-tracked channels than it is in tracked channels but we're feeling positive about the plans based on innovations both product as well as in other areas and the support that we get from retailers behind those.