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Paper
1.
Kimberly-Clark Corp (Household and domestic)
Euromonitor Profiles, July 2009
This Company Profile from Euromonitor provides key details and analysis of Kimberly-Clark Corp. Included is a strategic evaluation with key company facts, competitive positioning against comparative b

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Case Study
2.
Pull-Ups - Potty training stinks
Jay Chiat Strategic Excellence Awards, Non-winning entrant, 2009
Pull-Ups were losing household penetration due to the financial crisis and the accompanying anxiety. To combat this, they looked to create a light-hearted ritual to take the stress out of potty-traini ...

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Award-winning case study
3.
Kimberly-Clark Australia - VIVA Paper Towels
Advertising Federation of Australia, Bronze, Australian Effie Awards, 2009
Kimberly-Clark wanted to increase usage of Viva paper towels, moving the brand beyond being a product simply for mopping up spills, to one that could help with active cleaning. Research revealed it wo

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Award-winning case study
4.
Kleenex - Let it Out
New York American Marketing Association, Gold, Household Products and Supplies, Effie Awards 2008
Kleenex was an 80-year-old brand icon, but was also a brand in decline. The Let It Out campaign sought to reinvigorate the brand by making it relevant, and by forging an emotional connection with cons ...

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Award-winning case study
5.
Kleenex - Blowing up a storm
Angela Morris, Account Planning Group - (UK), Silver, Creative Strategy Awards 2007
This is a story about how planning took an 80-year-old FMCG superbrand and re-invigorated it to ensure success for the next 80 years. It's about breaking conventions and how you can build market share ...

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Case Study
6.
Kimberly-Clark Corporation: Kleenex Anti-Viral campaign
Simone Samano, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.843-846
The Kimberly-Clark Corporation, in business since the 1870s, had long been servicing the sick with its medical supply brands and consumer paper brands. By the first years of the twenty-first century h ...

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Award-winning case study
7.
Kimberly Clark (UK) - Snuggle Up! with Kleenex®
Promotional Marketing Council, Gold, PMC European Awards 2006
Cold and flu can make you feel like hibernating. Staying in and curling up. To help Kleenex® consumers get through the worst of the winter season, they created a unique premium – the Kleenex® Sofa Snu ...

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Award-winning case study
8.
Huggies
The Communication Agencies Association of New Zealand, Advertising Effectiveness Awards, 2000
Prior to the campaign Huggies was suffering a declining market share. Following the launch of Huggies Grip Tab nappies into the New Zealand market, the brand achieved and maintained a spectacular gai ...

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Paper
9.
Researching Design
Fiona Jack and Greg Bohlen, ESOMAR, Marketing Research Congress, Paris, September 1999
Describes research to help Kimberley-Clark to develop a revolutionary range of washroom hand towel dispensers. Concept development and the design process are covered: the target market is very conserv ...

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Case Study
10.
Bloemenmailing
Geert Venhuizen and Jos Krutzmann, Direct Marketing Association - US, ECHO Awards, 1997
This 1997 DMA ECHO entry was created by Ogilvy & Mather Direct for Kimberly-Clark (The Netherlands). The objective of this direct mail campaign was to generate as many as possible responses from the e ...

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Award-winning case study
11.
'Where there's muck there's brass' - How advertising helped build Huggies' business
Janet Grimes and Simeon Duckworth, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1996
1994 launch in UK of Huggies, Kimberley-Clark's answer to P&G's Pampers in the nappy market. Pampers, the dominant brand, held certain `pioneer advantages' (discussed); a high-spending competitor, the ...

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Case Study
12.
The Launch of Kleenex Velvet Toilet Tissue
Gerard Smith, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1984
Launch of a new Kleenex product in the toilet tissue sector, 1982-4. Based on a new formulation delivering greater softness plus strength. Commercial checked well for recall and message (Martin Hambli ...

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