Inject this corporate rivalry into your veins.
Last year, Clorox sued Lysol parent company Reckitt Benckiser over the campaign, which Clorox vice president Eric Reynolds called “egregious and misleading.” Clorox says the ads are full of lies that have hurt the Oakland-based bleach company and helped its devious rival gain market share. Lysol, whose U.S. headquarters is in New Jersey, grew its sales by double digits in 2018.
For many decades, there was one mess Lysol couldn’t quite clean: Pinesol, the scented floor soap that took off in the 1930s. As the head of the U.S. Patent and Trademark Office noted in denying Pinesol’s trademark in the 1940s, the “pine” in the name could be slurred to start to sound like “Pysol,” which was awfully close to “Lysol,” which had been trademarked since 1906. Pinesol wouldn’t take no for an answer.
Such disputes are not unusual among the relatively few, big companies that dominate the consumer product goods sector, said Christine Bittar, a business reporter who chronicled the Clorox-Lysol dispute for Brandweek at the time. She recalled one 2001 incident in which Cincinnati-based Procter & Gamble, but it was these two conservative consumer products companies.” S.C. Johnson & Son sued Clorox over resealable bag ads; Clorox sued P&G over the laundry slogan “whiter is not possible.
The porcelain pie is barely any bigger now than it was a decade ago. Between 2012 and 2017, as personal consumption grew by 17 percent, toilet cleaner sales grew by just 3 percent. Surface cleaners grew faster but still lagged behind consumer purchases as a whole.
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