Earned & PaidClorox
Clorox spent $770M on advertising and marketing in fiscal 2025, down 7.5% on the year before and +26% since 2019. That's 10.8% of revenue, more than in 2019: leaning in.
Marketing spend by year
Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.
What they told investors
“That work is focused on advancing superiority in key categories by sharpening our product experiences, strengthening our price pack architecture, improving our promotion effectiveness, increasing the impact of our brand-building investments and ensuring we are present where…”management · 2026 Q4 · transcript
“And then importantly, despite the category still being a bit soft, we saw the turnaround of share for Hidden Valley Ranch behind all of the actions we took on innovation, price pack architecture, marketing spend and our activation against the World Cup.”Linda Rendle · 2026 Q4 · transcript
“And we're getting back to innovation, getting back to full brand building and leaving most of that behind, which is energizing to us as a management team and as a company.”Linda Rendle · 2026 Q4 · transcript
“So we're making all of the spending we have more efficient at the same time, moving more dollars into working media and out of nonworking media, using AI to take costs down.”Linda Rendle · 2026 Q3 · transcript
“we have double our typical launch size investment plan behind marketing, behind demand creation, etcetera.”Linda Rendle · 2026 Q2 · transcript
What the 10-K says about marketing
- investing in brand “The total incremental transformational investment was approximately $580 million. It is expected that these implementations will generate efficiencies and transform the Company's operations in the areas of supply chain, digital commerce, innovation, brand building and more over…” 10-K, Aug 7, 2026
Say vs do
Clorox's management has talked about its marketing budget, but in ways annual filings can't check: one quarter, one brand or channel, or the mix.
What they said
“So we're making all of the spending we have more efficient at the same time, moving more dollars into working media and out of nonworking media, using AI to take costs down.”
Linda Rendle on the 2026 Q3 earnings call, May 1, 2026 · transcript
Can't tell from annual filings Filings don't split brand from performance or report spend by channel.
“we have double our typical launch size investment plan behind marketing, behind demand creation, etcetera.”
Linda Rendle on the 2026 Q2 earnings call, Feb 3, 2026 · transcript
Can't tell from annual filings It's about part of the business; filings report one company-wide number.
What they did
| Year | Marketing spend | Change | Share of revenue |
|---|---|---|---|
| FY2025 | $770M | -7.5% | 10.8% |
| FY2024 | $832M | +13.4% | 11.7% |
| FY2023 | $734M | +3.5% | 9.9% |
| FY2022 | $709M | -10.3% | 10.0% |
| FY2021 | $790M | +17.0% | 10.8% |
| FY2020 | $675M | +10.3% | 10.0% |
Against its peers. Compared with the 11 other CPG advertisers we track (Procter & Gamble, Coca-Cola, PepsiCo, Colgate-Palmolive, Kimberly-Clark and 6 more): since 2019 its marketing spend went +26% (peer median +36%); its share of revenue moved +1.0 pts (median +0.5); last year -7.5% (median +1.6%).
How we check: a statement gets a verdict only when it's clearly about the size of the whole company's marketing budget over a full fiscal year; we compare it with the advertising and marketing expense in that year's 10-K. Statements about one quarter, one brand or channel, or the mix between brand and performance can't be checked against annual filings.
What they say about media
The marketing channels it talks about using for itself on earnings calls and in its 10-Ks and 10-Qs, since 2019; counts are statements, not spending.
- Creative campaigns “We improved the proposition for better marketing campaign behind Don't get mad, get Glad.” Linda Rendle on the earnings call · Aug 11, 2026 · source
- Sponsorships & athletes “And then importantly, despite the category still being a bit soft, we saw the turnaround of share for Hidden Valley Ranch behind all of the actions we took on innovation, price pack architecture, marketing spend and our activation against the World Cup.” Linda Rendle on the earnings call · Aug 11, 2026 · source
- Experiential & events “We got to many of the quarter final semis and finals games and did the largest sampling program with our dry product, which allowed those consumers to take it back home with them if they wanted to.” Linda Rendle on the earnings call · Aug 11, 2026 · source
- AI in marketing “So we're making all of the spending we have more efficient at the same time, moving more dollars into working media and out of nonworking media, using AI to take costs down.” Linda Rendle on the earnings call · May 1, 2026 · source
- Measurement “You have heard us a lot talk about the personalization engine that we built that allows us to target consumers in a way that gets some messaging that is driving very good ROIs and we have one of the leading ROI in the industry from an advertising perspective.” Linda Rendle on the earnings call · Nov 4, 2025 · source
In the news
- Clorox Purell introduces new B2B brand OPI - Office Products International · Sep 29, 2026 · brand strategy