Clorox's Rebrand Plays It Safe With an Eye Toward a More Sustainable Future

Founded 107 years ago as the Electro-Alkaline Co. with an initial investment of $500 in Oakland, Calif., the firm launched with just one product: Clorox liquid bleach. Horse-drawn wagons delivered the returnable five-gallon jugs of the chemical concoction to clean industrial equipment. The now Procter & Gamble-owned brand has expanded into a slew of other...