When Clorox wanted to convince Kroger shoppers to try items in its new Green Works household cleaning line, it headed for an unlikely destination: the organic dairy case. The section would be a fitting home for promotional floor graphics, the marketer reasoned, since it serves as a major point of entry for shoppers who are beginning to buy natural products, Kevin Maher, marketing director for the Clorox Co., told SN. The strategy — which also included placement of mobile quarter-pallet ...

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