Posted by Dale Buss on December 23, 2014 10:32 AM
Like many other CPG companies, Kimberly-Clark is trying to become more agile, especially when it comes to identifying, evaluating and spurring innovation in areas ranging from new products to digital marketing. But the parent of brands including Kleenex and Huggies has been taking a different—and in some ways more aggressive—tack than others in the industry toward finding these new ideas and putting them to work.
Kimberly-Clark's strategy is embodied in the company's Digital Innovation Lab, which is focusing on open-source innovation with its second annual KChallenge startup challenge at the upcoming Consumer Electronics Show 2015. The winner will get the chance to pilot a project with one of K-C's global brands, a roster that also includes Depends, Scott and Kotex.
Originally a platform to showcase the latest high-tech TVs and consumer electronics, CES has broadened to engage other industries, including automotive, healthcare, entertainment and consumer brands, as the digital revolution invades every aspect of life.
brandchannel talked with Mayur Gupta (@inspiremartech on Twitter), the global head of marketing technology and innovation for Kimberly-Clark, about the 2015 KChallenge and how the company is trying to infuse digital innovation across its brands in partnership with entrepreneurs, developers and the VC community.Continue reading...
Posted by Abe Sauer on December 18, 2014 01:01 PM
Vampires and menstruation have a long history in pop culture. The original Dracula tale has been interpreted as a commentary on female menstruation and some historians have put the two together going all the way back to ancient Greece. More recently, despite its G-rated version of vampirism, the Twilight saga has raised questions about Bella's periods and even inspired fan fiction on the topic.
But while the subject piques the interest of a curious fanbase, it might seems like dangerous ground for commercial interests. Not so, says one feminine products brand that has been so successful in hitching itself to vampires that it's doubling down on the genre.
The brand is Kimberly-Clark's U by Kotex and the vampires in question are found in the Canadian web series Carmilla, which it sponsors—and just renewed—on the VervegirlTV YouTube channel. Continue reading...
Posted by Dale Buss on August 29, 2014 09:34 AM
Abercrombie & Fitch sheds logo-bearing clothes as Hollister brand struggles in UK.
China's Tencent, Baidu, and Wanda set up e-commerce company to take on Alibaba.
Google develops delivery drones in Project Wing as its tech chief is considered leading candidate for US CTO.
Rovio Entertainment, parent company of Angry Birds franchise, says CEO will step down amid company's struggles.
Walmart looks online for Chinese growth.
MORE BRAND NEWS
Apple tries its midas touch on wearables.
Bud Light faces backlash over town-takeover stunt.
Centerplate faces calls for ouster of CEO after he abuses dog on video.
Dairy Queen investigates possible data breach.
Denny's arrives in New York City with $300 champagne brunch.Continue reading...
Posted by Dale Buss on August 1, 2013 09:31 AM
Lululemon insider says brand purposely shuns plus-size customers.
JCPenney says it has backing after reports that lender cut funding to clothing suppliers, and clash with Macy's over Martha Stewart nears end.
Starbucks and Google partner on Wi-Fi upgrade at restaurants.
Abbott nutritional brands poised to benefit from changing demographics.
Chrysler finds trucks and SUVs powering 40th consecutive month of sales increases.
Diageo is desperate to "crack the code" for North American beer.
Estee Lauder aims to brand beauty sleep.
Facebook now lets users embed public posts on other websites.
Farmers Insurance revamps logo.
Ford settles with US on delayed recall.Continue reading...
truth in advertising
Posted by Mark J. Miller on June 14, 2013 03:33 PM
One man’s hellish experiences with his girlfriend each month has given UK maxipad maker Bodyform the opportunity to make fun of itself while boosting its image simultaneously.
Last week, Richard Neill posted a rant on Bodyform’s Facebook wall, saying that Bodyform had been lying to consumers for years by showing women having a glorious time riding bikes, rollercoasters, dancing, and parachuting during their “wonderful time of month.” He was, frankly, jealous, he wrote. But then he found himself with a girlfriend and he discovered that she “changed from the loving, gentle, normal skin coloured lady to the little girl from the exorcist with added venom and extra 360 degree head spin.”Continue reading...
what girls want
Posted by Sheila Shayon on January 21, 2013 05:05 PM
Kimberly-Clark is selling conversation – and its working. Their U by Kotex brand has taken 7% market share of the $2.6 billion feminine-protection business in the U.S. since launch in 2010, and now they’re turning up the heat in an integrated marketing campaign, “Generation Know,” which launched January 7th.
The tone is refreshingly direct in talking about issues of vaginal health, menstruation and wellness, with a goal of busting myths and letting young women understand issues key to their well-being and self-esteem.
“There’s way too much misinformation about girls’ health and bodies out there today; so much that more than half (51%) of girls say it’s hard to separate myths from facts when it comes to vaginal health,” Lauren Kren, brand manager, U by Kotex brand, told brandchannel.
TV spots hit the airwaves, dancing around the “V” word to pass network standards, while franker videos aired online such as the ones above and below, featuring two bold personal testimonies.Continue reading...
Posted by Dale Buss on January 8, 2013 09:01 AM
AIG considers suing U.S. government despite federal bailout aid.
J&J sells Roloaids brand to Sanofi.
Samsung caps best year ever.
ABC spurs questions for marketers with move of Jimmy Kimmel's show.
Apple sees CEO Tim Cook make second visit to China as mainland footprint doubles.
Bacardi snaps up St-Germain liqueur brand.
Bank of America extends retreat from mortgages.Continue reading...
Posted by Dale Buss on April 30, 2012 08:59 AM
AB InBev goes upbeat as profits and sales rise.
Adidas raises forecast after profit beats estimates.
Air Lease nears $5.5 billion purchase of 737 Max jetliners from Boeing as aircraft maker produces first 787 Dreamliner.
Amazon and Texas reach sales tax deal.
Apple sidesteps billions of dollars in taxes worldwide.
Cadbury shows the way on Google+.
Chrysler overruns magazine covers with new Viper.
Disney's Marvel's The Avengers aims to kick off summer box office bonanza.Continue reading...