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Open Innovation: 5 Questions with Kimberly-Clark's Mayur Gupta

Posted by Dale Buss on December 23, 2014 10:32 AM

Mayur Gupta graphic

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...


Unilever, Kimberly-Clark Test Environment-Saving Innovations

Posted by Sheila Shayon on August 26, 2014 02:24 PM

Global CPG brand Unilever, the world’s largest producer of ice cream, is rolling out solar freezers in New York’s Central Park to keep Popsicles, Good Humor or Magnum-brand bars ice cold while not putting strain on the environment. 

The freezers are part of the company’s Sustainable Living Plan and delivers on the commitment to reduce greenhouse emissions from refrigeration. It’s a strategic move for Unilever that already relies on more than two million POS freezers to reach consumers and may become the first commercially-viable solar freezer in the category.

The company committed to buying 850,000 freezers between 2010 and 2015, but has already exceeded that goal and purchased over 1 million freezers to date. The freezers, made using recycled materials, reduce energy consumption to less than 0.5 kWh per day— equivalent to running a television for about 3 hours. This in turn reduces the load on national power grids and eliminates the need for producing large quantities of dry ice.Continue reading...

brand news

In the News: AT&T, Samsung, Standard Chartered and more

Posted by Dale Buss on August 8, 2012 09:02 AM

In the News

American Airlines faces record safety penalty, tests hotel baggage delivery service.

Amazon sees pay-off from locker service, looks to acquire more patents.

Apple shelves "Genius" TV campaign, puts former designer on the stand against Samsung and plans to beef up security.

AT&T sees 20,000 employees go on strike.

Bank of America brings discounts to bank statements.

Chiquita seeks new CEO as Undercover Boss star exits.

Chrysler’s Dodge pulls out of NASCAR.Continue reading...

package design

The Incredible Shrinking Package

Posted by Barry Silverstein on March 30, 2011 11:30 AM

How do consumer packaged goods companies hold the line on prices even when material and fuel costs go up? It's easy — downsize the product package.

As we noted in January, shrinking packages are an all too common outcome of recessionary times, when product manufacturers are squeezed on one end by escalating costs, and on the other by resistance from consumers to pay more for products they favor.

An article in the February issue of Consumer Reports addressed the topic, offering specific examples of product packages that have gotten smaller while the price has remained the same.

The fact is, this practice has been going on for years.Continue reading...

brand bites

Rally To Restore Brand Bites

Posted by Abe Sauer on October 29, 2010 11:00 AM

You can't spell the brand "Yakult probiotic yogurt" without "yak." (above)

"Do you realize that toilet paper has not changed in my lifetime? It's just paper on a cardboard roll, that's it. And in ten thousand years, it will still be exactly the same because really, what else can they do?" George Costanza, meet the new tube-less Scott toilet paper.

Can branded content be funny? Is branded content just another name for product placement? Yes and yes.

Hermes and Yamaha unveil their $62,000 motorcycle (but does it come with Kelly Saddlebags?)

Expectations run high for slogans and signs at tomorrow's Stewart/Colbert rally in DC.Continue reading...

brand news

BP: Once More, With Gusto (and Robots)

Posted by Shirley Brady on June 1, 2010 08:00 AM

BP's shares tumble as it begins latest attempt to stop Gulf leak and new charges emerge.

AIG and Prudential failed to reach a deal for AIA insurance business in Asia.

J&J's McNeil unit pulled TV ads month before stopping Tylenol production due to earlier recall.

Kimberly-Clark humanizes Scott paper products brand with spokesman called Scott.

Unilever's plans for Sara Lee face EU inquiry.Continue reading...

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