Today we welcome Jon Schlesinger, Vice President and General Manager, Hidden Valley Ranch at the Clorox company. Jon talks about taking a storied brand into new categories and new possibilities by listening to culture and even helping to shape it a bit. Jon is one of the smartest marketing minds we’ve ever worked with on a previous client, we always learn a lot from him. You will too.
Today we welcome Jon Schlesinger, Vice President and General Manager, Hidden Valley Ranch at the Clorox company. Jon talks about taking a storied brand into new categories and new possibilities by listening to culture and even helping to shape it a bit. Jon is one of the smartest marketing minds we’ve ever worked with on a previous client, we always learn a lot from him. You will too.
00:18 - Jon Intro
02:03 - How do you manage all the specific brands under the Clorox umbrella?
03:55 - What adjustments were made from Clorox to food?
06:12 - Story behind Hidden Valley Ranch
08:10 - How ranch has become so popular
11:24 - How much has HVR contributed to market change?
13:23 - How has Covid affected business?
17:04 - Brand awareness
17:55 - Where are the dollars focused?
19:59 - How has the branding evolved?
21:32 - Iconography
22:57 - If HVR was a Pinterest board
23:45 - Where is HVR in the spectrum of purpose brands?
26:21 - How do you stay relevant in culture?
29:23 - Traditional marketing
30:26 - What have you learned from Burt’s Bees?
34:19 - What’s next for HVR?
35:11- Is there anything that scares you?
36:33 - Where can you find HVR?
https://www.instagram.com/hidden.valley/
https://www.youtube.com/user/hiddenvalleyveggies