Kimberly-Clark heeds multicultural-marketing alarm

This event report outlines how Kimberly-Clark, the personal care and healthcare group, is tackling multicultural marketing.

Kimberly-Clark heeds multicultural-marketing alarm

Geoffrey PrecourtWarc

"We needed an alarm clock at Kimberly-Clark, but we didn't get it," admitted John Cayer, the company's VP/Global Marketing.

"We were not addressing an incredibly huge, and growing, multicultural opportunity," he added. "We deliver products like Huggies, and Pull-Ups, and Goodnites, and Cottonelle, and VIVA, and U by Kotex, and Poise, and even Depend. Scott, one of our biggest brands, is a billion-dollar brand with 99% household penetration. But we didn't get it."

What made the alarm finally go off? As Cayer told the Association of National Advertisers' (ANA) 2016 Brand Masters Conference...

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