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    Clorox, Kettle Foods Recognized by GMA for Innovation and Creativity

    Clorox was awarded for bringing green cleaners to mainstream retail, and Kettle Foods for its grass-roots marketing.

    The Grocery Manufacturers Association, in conjunction with the members of its Associate Member Council (AMC), yesterday honored The Clorox Co. and Kettle Foods, Inc. with its 2008 CPG Awards for Innovation and Creativity.

    Now in its sixth year, the award is given to companies who have demonstrated creativity, innovation, and have made a significant contribution to the industry knowledge base.

    "A critical function of GMA is to foster learning, innovation and collaboration in all sectors of the consumer packaged goods industry, and this award is representative of that mission," said GMA pesident and c.e.o. Cal Dooley. "It is ingenuity such as that demonstrated by Clorox and Kettle Foods that allows our industry to grow, thrive, and, most importantly, satisfy its consumers."

    In a change from previous years, for 2008 GMA evaluated award applications in two divisions, bestowing one award to manufacturers with total sales below $1 billion (Division A), and one award to manufacturers with total sales of $1 billion or more (Division B).

    Kettle Foods, Inc. took the Division A award for its now annual "People's Choice" campaign in which consumers can purchase and vote online for the new chip flavors they want the Kettle brand to introduce into the market. The campaign, which exists almost exclusively online, marries consumer engagement, public relations, and product development into one program that to date has been executed with astonishingly low input costs, said GMA. Among the returns on this investment have been over 11,000 new business leads, more than 7,000 new flavor suggestions, and 75,000 unique Web site visits.

    Clorox received the honor in Division B for the conception, development, and launch of its Green Works line of natural cleaners. According to GMA, Green Works marks the first new Clorox brand in more than 20 years, and within two months of its launch date, it doubled the size of the natural cleaning category and brought effective, affordable natural cleaners into the mainstream marketplace.

    Among its numerous tactics, Green Works' marketing effort resulted in prominent TV coverage on shows like "Ellen" and "The Oprah Winfrey Show," gained support from the Sierra Club, and collaborated with retail customers such as Safeway and Wal-Mart in product development and in-store promotion.

    The official awards presentation will take place at the GMA Merchandising, Sales, and Marketing Conference, which will be held Sept. 21 to Sept. 23, 2008 in St. Petersburg, Fla.

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