Kimberly-Clark tasks customers with product design
Consumer products manufacturer Kimberly-Clark is conducting a product design contest to engage younger consumers. The “Ban the Bland” contest promotes the U by Kotex feminine care product line to 14-to-22-year-old females. The consumer packaged goods company is working with its digital agency Organic on the effort.
Consumers can enter the contest by designing a carrying tin, sanitary pad or inspiration board on the contest website and submitting a description of their proposal. Consumers can share designs via Facebook, Twitter and email. The contest ends June 30.
The company will choose one winner from each category to work with stylist Patricia Field to create new products. Consumers will be able to vote on the five finalists in each category, which will be chosen by a panel of judges.
Consumers are required to provide their email addresses when submitting a design, but Kimberly-Clark will only use that information to notify winners and finalists. The company is not collecting personally identifiable information, such as consumers' last names or mailing addresses, through the contest.
The company may use design submissions in future print, TV or out-of-home advertisements.
Kimberly-Clark is promoting the campaign through print and TV ads and in online videos featuring Field that will run on websites including Facebook and YouTube.