Kimberly-Clark’s CRM efforts spanned four major brands—Kleenex, Viva, Scott, and Cottonelle. The challenge was to build a system that could promote cross-brand content while preserving the unique voice and visual identity of each brand.

Our solution was a modular, responsively designed email system that allowed for seamless content sharing across campaigns. Each module was created to be brand-flexible: customizable enough to match individual guidelines, yet consistent enough to be reused efficiently across the CRM ecosystem.

We pulled in content from each brand’s social channels to create a dynamic mix of lifestyle, product, and promotional messaging, allowing for natural cross-promotion without blurring brand lines.

The result was a CRM system that was scalable, visually cohesive, and flexible enough to support multiple brands while driving ongoing engagement.