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Procter & Gamble Co (Household & domestic)

Article • Euromonitor Advertiser Profiles, January 2022

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Kimberly-Clark’s Zena Srivatsa Arnold: Why digital transformation is disrupting CPG marketing

Opinion • Stephen Whiteside, October 2021

Zena Srivatsa Arnold, Chief Digital and Marketing Officer at consumer packaged goods (CPG) giant Kimberly-Clark, speaks to WARC’s Stephen Whiteside for Marketer’s Toolkit 2022 about building a value exchange with consumers, dealing with high demand during COVID-19 and why e-commerce is here to stay. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .

Viva: Dear throw it away!

Case Study • YouTube Works for Brands, Taiwan, Best Breakthrough Advertiser, 2021

Viva, a disposable washcloth brand, increased brand awareness in Taiwan by launching drama-based YouTube videos and using in-stream ads to reach the right target audience.

Cashmere, Purex, SpongeTowels and Scotties: Unapolagetically human

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

At the beginning of the pandemic, Kruger Products, a tissue brand, launched 'Unapologetically Human' in Canada, with the objective to drive market share by capturing a new and untapped market in connecting broadly to consumers.

Zewa: TV tandem approach

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Zewa, a global tissue brand, launched a campaign in Germany to increase brand awareness in the bathroom tissue category.

Kruger Products L.P.: Unapologetically Human

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

A campaign by Kruger Products, a paper products company, in Canada, helped the brand connect with consumers during the COVID-19 lockdown.

Charmin: Go Labs Wipes Up at CES

Case Study • SABRE Awards, Gold, North America, 2021

Charmin, a brand of toilet paper, unveiled its RollBot, a toilet paper robot, at CES, the world's largest tech and innovation trade show in the US.

Kimberly-Clark Corp (Household and domestic)

Article • Euromonitor Advertiser Profiles, April 2021

This Company Profile from Euromonitor provides key details and analysis of Kimberly-Clark Corp, the owner of brands such as Huggies, Kleenex and Depend.

Breeze: A Handy 'Good Luck' to the Chinese New Year!

Case Study • AME Awards, Bronze, 2020

Breeze, a paper towel brand, encouraged sales during the Spring Festival in China by creating packs that featured designs of the Chinese Mahjong game.

Vinda Deluxe: The Malaysian Cause

Case Study • Vinod Manoharan, Edmund Hon, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Vinda Deluxe, the tissue brand, grew sales and brand scores in Malaysia by connecting their key product attribute with a consumer insight.

Kao Corp in Tissue and Hygiene (Household and domestic)

Article • Euromonitor Advertiser Profiles, March 2020

This Company Profile from Euromonitor provides key details and analysis of Japan-based manufacturer Kao Corp in the tissue and hygiene category.

GWI Coronavirus research – Series 5: Consumer spending

Article • GlobalWebIndex, Research on WARC, April 2020

Details data collected by GlobalWebIndex between April 2-6 in the US and UK, dedicated to consumer economic confidence in the coronavirus outbreak.

Henkel AG & Co KGAA (Household and domestic)

Article • Euromonitor Advertiser Profiles, March 2020

This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.

Kao Corp (Household and domestic)

Article • Euromonitor Advertiser Profiles, July 2019

This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Laurier and Merries.

Goldeimer: Shitty Paper – Made From Hate

Rankings • WARC Media 100, 2019

Goldeimer, a toilet paper brand, used the German 2017 general election to speak out against hate.

Georgia-Pacific analyzes shopper habits from the bathroom to the center store

Article • Mary Connors, Event Reports, Shopper Insights & Retail Activation Conference, June 2018

Georgia-Pacific, the paper products company, has tapped the power of shopper information to gain an in-depth understanding of consumers.

Essity: Launch of Cushelle Quilted

Case Study • DMA (UK), Silver, 2018

Cushelle, a brand of toilet tissue, used a powerful value led headline – "£2 OFF" – to encourage engagement with the brand in the UK.

P&G Results: Where strategy must go next

News • 01 August 2018

GLOBAL: Procter and Gamble, the world’s largest advertiser, hinted at some strategic changes during an earnings call that saw the FMCG giant miss forecasts, amid news of price increases.

Matsumoto Kiyoshi Holdings: End Embarrassment

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Matsumoto Kiyoshi Holdings, a drugstore chain in Japan, increased its share in the toilet paper category by redesigning its brand packaging to eliminate shame.

The world's best FMCG campaigns and companies 2018

Rankings • Rankings Articles, May 2018

Looks into which FMCG campaigns, along with the agencies that have worked on FMCG campaigns, have performed best over the past year.

Kimberly-Clark taps power of design thinking

News • 22 April 2018

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.

How Kleenex blew out its brand message softly and powerfully

Article • Geoffrey Precourt, Event Reports, ANA 2018 Brand Masters, March 2018

Kleenex, the tissue brand made by Kimblerly-Clark, has seen success through adopting a range of innovative marketing strategies.

Kleenex's route to renewed relevance

News • 08 April 2018

DANA POINT, CA: Kleenex, the iconic tissue line made by Kimberly-Clark, successfully enhanced its brand saliency with a campaign based around the power of simple, but meaningful, social connection.

Kleenex: How even a brand icon has to find new ways to fight

Article • Geoffrey Precourt, Event Reports, ANA 2018 Brand Masters, March 2018

Kleenex, the tissue brand manufactured by Kimberly-Clark, successfully built consumer engagement through a focus on caregiving and compassion.

Scottex: Toilets change lives

Case Study • MMA Smarties, Silver, Spain, 2017

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.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
Procter & Gamble outlines new consumer habits that will survive the pandemic

Article • Stephen Whiteside, WARC Exclusive, January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.
What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.
Unilever’s global framework for post-pandemic marketing

Article • 샘 페나 테일러, Event Reports, Lions Live, June 2021

FMCG giant Unilever articulates an updated perspective on what its marketing ought to achieve in the post-pandemic world, according to a session at Lions Live.
Competitor strategies in home and garden

Article • Euromonitor Strategy Briefings, January 2021

Competitor strategies in home and garden, including consolidation through a crisis, green credentials and e-commerce acceleration.
Persil: Dirt For Good

Case Study • WARC Awards for Effectiveness, Gold, Brand Purpose, 2021

Unilever-owned detergent brand Persil grew sales and consideration among households in the UK by evolving its Dirt is Good brand platform to communicate its new green brand purpose and the actions it was taking to address environmental concerns.