Brand journalism elevates the marketing conversation for a connected world.
“Let’s face it, the young millennial woman has an undeniable presence in social media,” Kristi Bryan, global design director at Kimberly-Clark Design, remarks. “She lives and breathes it. She expects it. For U by Kotex, it isn’t an elective, it is mandatory. It is simply the way we work and communicate to her to create a seamless brand experience.” And it’s not just the younger consumers who are plugged into this hyper-connected world…
Allison Koller, Creative Director at CBX, sees some marketers forgetting to invite package design to the table for these integrated marketing campaigns and says it can be a lost opportunity. “For example, Always just came out with their high impact ‘Like A Girl’ campaign, which is all about female empowerment and abolishing nasty stereotypes,” Koller notes.