- A "sustainable brand” strategy: Clorox and S.C. Johnson have both chosen to create a "green" cleaning range. Both groups have regrouped all their "green" cleaning products under a single label - Green Works and Nature's Source respectively, with remarkable success. Clorox extended this strategy to beauty by acquiring Burt's Bees. This is a classic brand portfolio strategy: Aware that consumer preferences have been evolving towards eco-friendly products, a "green" label is added to the existing portfolio. This niche strategy is a direct response to the development of green private labels that distributors have been creating, but which targets the most fervent "green" consumers.
- A "transversal" strategy: The approach chosen by P & G is totally different, targeting all mainstream consumers. Advocating a long-term vision for sustainable development, the group decided to gradually reinforce the "green" dimension of most of its flagship brands. It created "Tide Coldwater", an “Ultra Downy" softener, using 35% less plastic for each container, developed rechargeable batteries at Duracell... There is no "green" label as such at Procter.
In fact, this "product clean up" approach is one that many brands worldwide have been implementing. However, Procter added two unique features, thus converting it into an innovative strategy: