How Clorox will leverage power of advertising in a recession

The Clorox Co., which owns numerous brands in consumer-packaged goods sector, is boosting its advertising expenditure in the face of COVID-19 and a related economic downturn.

Why it matters

While a vast body of research shows that maintaining or increasing adspend in a recession has long-term payoffs, marketers often ignore that advice in favor of cutting costs. If brands can stay the course in difficult times, they will enter the recov