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K-C: Boost Ad Spending $160 Million by 2009

Kimberly-Clark said it will boost ad spending $160 million or more a year by 2009 after announcing it is cutting 6,000 jobs and closing 20 plants, AdAge reports.

The increased spending would represent a 38 percent increase on the $421.3 Kimberly-Clark spent on advertising last year.

 

K-C’s ad spending as a percent of sales was among the industry’s lowest at 2.8 percent last year - less than a third of P&G or Gillette’s rate in often higher-margin categories than Kimberly-Clark, which also has substantial business-to-business operations that spend little on ads.

K-C will increase marketing spending on its stronger, higher-growth categories, including the Huggies “mid-tier” diaper business, Pull-Ups, Huggies children’s toiletries and Poise incontinence products. It will also focus on Kotex feminine care in the Americas and Asia.