Making Green off of Green While Dividing Greens

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As the Center for Media and Democracy reported previously, the Sierra Club / Clorox deal -- where Clorox uses the Big Green environmental group's name and logo to sell its "Green Works" line of cleaning products, in exchange for Clorox paying Sierra Club "an (undisclosed) percentage of sales" -- is quite controversial. But it's brought in the green for Clorox. Advertising Age reports that "Green Works sales are estimated at $20 million, the product has gotten exposure on 'The Oprah Winfrey Show' and 'The Ellen DeGeneres Show,' and Clorox has raised its volume forecast five times." Meanwhile, the Sierra Club has been slammed by members and non-members alike. Green Works "brand manager" Mark Kohler dismisses the criticism as "misinformation." Kohler says the negative press has been "frustrating" for Clorox, and AdAge advises marketers to "carefully review both sides of a relationship" before launching a corporate / non-profit partnership. But Clorox appears to be profiting handsomely, while four Sierra Club chapters actively opposed the deal, which -- according to some accounts -- was a factor in the Sierra Club's suspension of its Florida chapter.