I was surprised to see a two-page spread in EHS Today from Kimberly-Clark that runs directly contrary to consumer insights that were uncovered by Howard Merrell & Partners several years ago.
See Consumer Insights Among Industrial Paper Users. This is one of the most compelling pieces of research I have seen over the course of my career.
I’m not sure if Kimberly-Clark forgot about the research or ignored it; however, I do know the emotional link consumers have with “red work rags” will make it very difficult to sell WypAll as a replacement.
I look forward to hearing whether or not the campaign is successful.
What are your thoughts?
Was this an intentional dismissal of the research or did they forget about the findings under a new regime?