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Clorox eco-friendly line finds green foes; Green Works sells well but spurs revolt in ranks of endorser Sierra Club.(News)
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Advertising Age
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June 16, 2008
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Copyright informationCOPYRIGHT 2008 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: MYA FRAZIER
Green marketers want endorsements from environmental groups to give their efforts greater credibility. Environmental groups know those marketers can provide some much-needed money and exposure. It's a marriage made in heaven-except when it's not.
When Carl Pope, the executive director of the Sierra Club, heard in July 2007 that Clorox was looking to link up on a product launch, he was dubious. "I suspected the products would not pass muster,'' said Mr. Pope, 63, who leads the environmental group with 800,000 dues-paying members. "I figured it would be greener than usual but a light shade of green, and we wouldn't be interested in it.''
But ...
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