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The Household Solution
Surviving the early years was a struggle. Directors repeatedly extended
personal loans to pay mounting corporate debts. In 1916, an early
investor in the business, William C.R. Murray, was named general
manager. Mr. Murray's wife, Annie, took on the responsibility
of running their Oakland grocery store. Loans subsequently arranged
by Mr. Murray prevented foreclosure of the Oakland plant and provided
money for paychecks.
Mr. Murray ordered plant chemists to develop a less concentrated
"household" version of the industrial-strength
Clorox bleach formula, and
Mrs. Murray decided to give free samples to her customers. Her
idea would prove to be a key to the company's ultimate prosperity.
The 5.25-percent sodium hypochlorite household bleach solution,
bottled in 15-ounce amber glass "pints," quickly gained
popularity as an effective and reliable domestic laundry aid,
stain remover, deodorant and disinfectant.
By 1916, Clorox bleach was in distribution throughout the San
Francisco Bay Area. Sales were $14,237 for the year. Impressed
by the results of Mrs. Murray's giveaways - she was receiving
inquiries and requests for the product from as far away as
the East Coast and Canada - the company adopted her tactic
as a primary marketing tool.
In 1918, retailers were instructed simply to hand out three
of every four bottles free. They were fully reimbursed by
the Electro-Alkaline Company.
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