Clorox launched a new "Clean Matters" campaign to change customers' perception on what it means to be...and get!...clean. Eric Reynolds, Senior Vice President and Chief Marketing Officer at Clorox, explains why it used real families in its new commercials, instead of actors. He said Clorox wanted to bring the human touch back to advertising and cleaning. Plus, Reynolds talks about the changing retail space and how Clorox shifted to selling products through digital platforms. He said Clorox wants to spend half its advertising budget on digital! Plus, how it's utilizing its international growth to expand other brands within Clorox, such as Burt's Bees.