Kleenex’s social experiment
In the News
2017 Strategy Awards: Huggies leaves no baby unhugged
The brand launched volunteer hugging programs in hospitals to highlight the power of hugs.
What it takes to win at the CASSIES
Judges tell us what made the Gold winners stand out from the pack, plus a photo gallery from this year's gala.
CASSIES Grand Prix: Proving the power of hugs
The diaper brand capitalized on its name to become the champion hugger.
How Kleenex cleaned up with digital
The Kimberly-Clark brand boosted purchase intent and ad recall by targeting 100 "audience clusters" on Facebook.
2015 Marketers of the Year
Check out the six winners who nabbed top honours this year.
Marketers of the Year: Queen of the creampuffs
Denise Darroch is now leading a loyal fandom for U by Kotex, after her risk-taking moves paid off.
Photo Gallery: PROMO! Awards 2015
Take a peek inside the CAPMA event that honoured the best in brand activation.
Carmilla snags top PROMO! Award
From Leo to Zulu, read up on all the night's big winners.
No risk, no reward
Editor Emily Wexler welcomes new readers to strategy with a lesson in how Canadian brands can win on the world stage.
Which brands are proving that a calculated risk can reap big rewards?
AToMiC Awards: Old brands, new tricks
You can’t teach an old dog new tricks, but brands looking to reach a younger audience are proving this analogy doesn’t always apply.
Shopper Innovation Awards: Kimberly-Clark strikes a new Poise
To stay ahead of its competition, the brand introduced the Poise Microliner, and partnered with a lifestyle show to reach its target.
AToMiC Awards shortlist revealed
Take a look at the campaigns that will be celebrated at next month's award show.
Shopper Innovation Awards contenders revealed
Check out who made the shortlist for the year's most innovative shopper marketing and retail campaigns.
Depend shows off its wares
The leakage protection brand is lending support to younger users of its products.