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.