Clorox Rings the Green Bell – With Sierra Club

Hot on the heels of their acquisition of Burt’s Bees, among the more respected “green” brands out there, Clorox has now partnered with the Sierra Club to launch a new line of products called “Green Works” which the Sierra Club will validate as “natural”. Both organizations joined together this morning at the New York Stock Exchange to ring the opening bell as part of Earth Week celebrations.
There’s a lot to digest here. Can Clorox succeed in launching a new green brand alongside leaders like Seventh Generation and Method? Will the Sierra Club’s endorsement come with a critical eye to make sure the GreenWorks products are as good as Clorox claims? Or will this all go down like a cup of bleach? As usual, I’ll give them the benefit of the doubt until proven wrong. What do you think?