Hispanicize 2016

Can a traditional function like “multicultural marketing” be made new again? Just a few years ago, Kimberly-Clark Corporation, manufacturer of iconic brands including Kleenex, Huggies and U by Kotex, embarked on a journey to capture the exponential growth of multicultural consumers across our categories. These consumers represented the “new majority” with 50% of babies born today and 40% of millennials being culturally-diverse and the largest influencers across American culture. Hispanics, in particular, represented one of the largest purchasing power opportunities within diverse segments. A new shift in thinking was born grounded in the concept of a “total market strategy.” While the journey continues, come hear insights and lessons on the first few years of our total market journey and how we are setting a strategic foundation for growth.