TLDR: Kimberly-Clark is undergoing a significant strategic shift, placing creativity at the forefront of its marketing and product development, with a strong emphasis on integrating generative AI. This initiative, spearheaded by the company’s first Chief Creative Officer, aims to revolutionize connected commerce, particularly in sensitive product categories, by combining data-driven insights with authentic storytelling.
Kimberly-Clark, the global consumer goods giant, is making a bold move into a new era of marketing and product innovation by prioritizing creativity and embracing generative artificial intelligence. This strategic pivot was highlighted at the IAB’s Connected Commerce Summit in New York by Adrianne del Sol, vice-president of digital commerce at Kimberly-Clark.
Del Sol revealed that the company has experienced a “real step change” in its marketing approach, underscored by the appointment of its first-ever global chief creative & design officer, Luiz Sanches. This move signifies a “major shift” for Kimberly-Clark, with early impacts already being observed.
The integration of generative AI is seen as the “next big disruption” in the industry. Del Sol emphasized its potential in “generative engine optimization” for retail media. “I don’t have all the answers – it’s early days – but imagine someone going to a chatbot and asking: ‘Why is this happening to me?’ We want Kimberly-Clark brands to be the ones offering the answer, providing reassurance and then driving to the right solution,” she stated. This vision underscores a commitment to being a helpful and empathetic presence in consumers’ lives, driven by AI-powered solutions.
Creativity, according to Del Sol, is crucial for success in the evolving commerce landscape. “Without creativity, connected commerce risks becoming a commodity race. With it, you win both hearts and baskets,” she explained, highlighting the dual benefit of emotional connection and market share.
The foundation of these creative endeavors is a robust data strategy. Kimberly-Clark leverages partnerships with retail networks to effectively reach consumers, even in categories with marketing restrictions. An example cited was the use of Costco’s data clean rooms, powered by The Trade Desk. This allowed Kimberly-Clark to utilize Costco’s first-party data to engage “several million incremental members,” significantly boosting customer acquisition.
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Some of the most innovative work is occurring in “blush” categories, such as adult incontinence, where traditional marketing is often limited. Del Sol elaborated on the delicate approach required: “We’ve had to be very creative because we want to respect people. Putting a pad in your undergarments as a man is not something you grow up with. Women are used to it through menstruation, but for men, it’s a big behavioral shift. So we need to normalize it in a way that feels candid, authentic and respectful.” Recent campaigns, such as a Katherine Heigl-hosted Amazon Live conversation for Poise about perimenopause and a Depend campaign featuring NFL legend Deion Sanders to destigmatize male incontinence, exemplify this strategy, blending authentic storytelling with direct commerce activations. The company also points to “The Kleenex Score” campaign, a Cannes Lions winner, as evidence of creativity permeating all levels of the organization.
