Revenue: £19.74B
Employees: 46K

Client Challenge

In the highly commoditized consumer packaged goods industry, Kimberly-Clark was searching for a way to differentiate. With products that are often seen as commodities, the company wanted to differentiate itself through its messaging to overcome two key issues: selling premium products in an increasingly commoditized market and experiencing decreasing profit margins due to heavy discount concessions.


Challenger helped evolve how Kimberly-Clark communicated its value. While the company previously cited that its products killed 98% of germs and regularly offered discount packages, the Challenger messaging process revealed a more compelling reason to buy: 5.3% of payroll is dedicated to illness-related employee absences. Imagine eliminating this issue by keeping employees healthy every day in partnership with Kimberly-Clark.


We helped the organization derive research-based commercial insights and craft messages that uncovered powerful invisible truths about its customers’ businesses. Challenger marketing shifted the conversation to Kimberly-Clark’s unique differentiators and away from features and benefits, turning the organization into a trusted partner rather than just a vendor.


“There was a big benefit to using Challenger skills and messages compared to my negotiations the last time around. I believe it was much more difficult for customers to throw up roadblocks because they felt that I was bringing value and knowledge to their business.”

Kimberly-Clark Professional Sales Representative

Before Challenger

  • We have cleaning and hygiene products to help your employees keep the workplace free of bacteria. Tests show these products kill 98% of germs, which is especially important this flu season. Your last order was placed approximately six months ago, so it’s probably time to replenish your supply. We can even offer a 10% discount if you place the order today. How many boxes can we get you?

After Challenger

  • As you know, a huge issue affecting the productivity and cost of employing your workforce is their ability to show up to work consistently. What you may not know is that 5.3% of your payroll is dedicated to compensating for unplanned absences and that most of these absences are within your control as an organization. But it doesn’t have to be that way. Remember, these illnesses are preventable. So, you don’t have to just accept that your employees will get sick this year, be less productive due to their illnesses, and ultimately cost a huge chunk of payroll.