Kimberly-Clark Australia – VIVA Paper Towels
Agency: Hark Attack
“We needed a complete change in people's entrenched behavior and that's just about the hardest advertising task you can do.”
Rob Lowe, Head of Marketing, Family Care – Kimberly-Clark
Kimberly-Clark set out to increase usage of VIVA® paper towels. No longer would VIVA® be used just to mop up spills. VIVA® would be used wet and with cleaning products for active cleaning. Consumers would be convinced you could wet and scrub with a paper towel and it would not fall apart. This would reduce the purchase cycle and increase sales volume.
A range of traditionally accepted advertising strategies were implemented but the enormity of the challenge was quickly revealed.