How to develop a new brand for Kimberly-Clark in a healthcare area that would provide margins equal to or better than current K-C brands.


  • Refocused strategy from crowded “pampering” platform to one of efficacy.
  • Established an efficacy expectation and dimensionalized “rejuvenation” through the use of a professional spa reference.
  • Identified positioning, product line and descriptions, brand name and advertising insight in less than six months.

CenterBrain Positioning Breakthrough:

The touch of professional spa rejuvenation in your home

CenterBrand Breakthrough:



  • Positioning clears hurdle for purchase intent, uniqueness and volume potential.
  • Product is launched in 2006 into test. The first new brand for K-C in over a decade.

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