The Brand That Became Essential

Eric Schwartz rejoined Clorox just months before the pandemic made it one of the most essential brands in the country. He talks about what it took to change a “staid, old-school” company overnight, why the bravest call he makes is stepping back, and how “machine brains” are reshaping where brands show up.

More Than Wipes: When the world stayed home, it wasn’t just disinfecting wipes that surged. People drank more water, bought more cats, and grilled more often. 🐱

Social First: Clorox used to treat social as a place to extend a campaign. Now the team leads with small bets, high-quantity organic content made in-house. 📱

Machine Brains: Generative engine optimization is the new frontier. Eric’s team is learning how answer engines decide which brands show up in AI-generated answers. 🤖

Freedom Within a Framework: The bravest call Eric makes is not making the call. He builds the guardrails and lets his “brand lions” move fast on small insights. 🦁

Not From a Report: The best ideas don’t come from a nine-month study. They come from one person spotting a small insight and jumping on it in the actual marketplace. 📊

Frida: The family dachshund they lost at the tail end of the pandemic is still on both Eric’s and his wife’s lock screens. They’re not ready to replace her just yet. 🐕