Name Game #9: Name That Brand

By Laurel Sutton

July 20, 2011

The Name Game has stumped even the savviest brand experts. See if you can guess the famous company or product name described in each game below.

5 clues. 1 famous brand name. 0 shame in defeat.

Game #9: Name That Brand

  • Electro-Alkaline
  • California brine
  • A laundry list of products
  • Chlorine and sodium hydroxide
  • A hidden valley

[EXPAND Click through for the answer…] Answer #9: Clorox

In 1913, five California entrepreneurs set out to convert brine in the San Francisco Bay into sodium hypochlorite bleach. They called their venture the Electro-Alkaline Company (Clue #1), and distributed their product to commercial laundries, breweries, walnut processing sheds, and municipal water companies. Later, the company would change its name to Clorox – an amalgam of “chlorine” and “sodium hydroxide” which together form the product’s active ingredient (Clue #4).

Not until 1916 did the company realize the potential for household use and begin manufacturing a less concentrated formulation of the bleach – a 5.25 percent sodium hypochlorite, water-based solution. It’s interesting to note that sodium hypochlorite is an unusual substance in that it is derived from a single compound – salt water (Clue #2) – and then reverts back to the original compound after use. In this case, it’s the cleaning process, either in washing machines or on surfaces, that turns the bleach back into salt water.

Over the years, however, Clorox has grown its portfolio to include household cleaning products, auto care products, dressings and sauces (including Hidden Valley Ranch, Clue #5), and a host of other consumer offerings. Clearly, the company is no longer just about laundry (Clue #3)![/EXPAND]

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