SpendscapeCompanies · CPG
Kimberly-Clark
AdvertiserKMB
Kimberly-Clark spent $1.02B on advertising and marketing in fiscal 2025, down 9.1% on the year before and +35% since 2019. That's 6.2% of revenue, more than in 2019: leaning in.
$1.02Bmarketing spend, FY2025
-9.1%vs the year before
6.2%of revenue (+2.1 pts vs 2019)
Thin/upsay vs do
Marketing spend by year
Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.
What they told investors
“And so it's all those things together, Javier, with brand building activation and innovation.”Russell Torres · 2026 Q2 · transcript
“And so you look for that promo activity for us to normalize over the balance of the year, and we're going to continue focusing on winning with innovation and brand building.”Russell Torres · 2026 Q2 · transcript
“I think we mainly see promotion as a tactic to drive trial for innovation.”Russell Torres · 2025 Q3 · transcript
What the 10-K says about marketing
- investing in brand “Birth Rate Trends - Sales of our baby and child care products are highly correlated with birth rate trends. In recent years, birth rate declines in key countries, including China, South Korea and the U.S., have pressured category volume growth rates. To help mitigate the effects…” 10-K, Feb 12, 2026
Say vs do
Thin/up. In 15 statements from its leaders in interviews, 1 argued for investing in brand and 0 for cutting; the filed spend went up.