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...