With innovations and fresh category-specific consumer research in hand, Kimberly-Clark prepared to present recommendations in feminine care to their retail partners via robust meetings with senior leadership.
For one retailer, however, innovation alone might not be enough. Sales in their feminine care categories had been declining for several years and most recently, efforts to communicate with Millennials, a key demographic, had been ineffective. Most Millennials simply didn’t see the retailer as a place to shop for these basics.
Kimberly-Clark challenged Wild Blue to develop a solution that would position the feminine care category to meet the shopping habits of this critical demographic.