DANA POINT, CA: Kimberly-Clark, the health and personal care company, is making greater use of a “brand-design” approach as it seeks to maximise the impact of assets such as the logos for offerings like Kleenex.
Scottex, a toilet paper brand, launched a campaign in Spain to generate brand awareness and also raise awareness about infant mortality caused by poor hygiene conditions in bathrooms in third world countries.
SABRE Awards, Certificate of excellence, LATAM, Research and Planning, 2017
Kimberly-Clark, a personal care products corporation, increased the profile of the Ethics and Compliance (E&C) department within its Latin American offices, by launching a more engaging content platform and encouraging employees to participate in open dialogue.
SABRE Awards, Gold, North America, Influencer Marketing, 2017
Scott, a toilet paper company, increased sales and environmental awareness for the problem of toilet paper tube waste, by launching an integrated campaign that used pranks to showcase the amount of cardboard tubes wasted in the US.
This case study explores how Kimberly-Clark Professional*, business vertical of personal care brand Kimberly-Clark, grew revenue of its products in North America and Asia Pacific through a campaign encouraging Building Managers to leverage restrooms to build tenant preference.
NEW YORK: Kimberly-Clark, the multinational personal care company, is making diversity a key element of its marketing strategy, but their stories are aimed squarely at mainstream audiences, its multicultural marketing lead has said.
HOLLYWOOD, FL: Kimberly-Clark, the personal care healthcare group, has seen success by moving from traditional multicultural marketing to an approach based around "marketing in the multicultural world".
Matthew Mee, Nigel Shardlow and James Allen, Admap Magazine, April 2018, pp. 10-12
Big brands have been criticised for allocating too much adspend to overly targeted digital media, but without much proof that it reaches and engages consumers, marketers might be tempted to abandon it altogether.
This case study details how Ariel, the detergent, created relevance in India by reframing the conversations, moving away from clothes stains, and focusing on the cultural stain of gender equality in the home.