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Lessons from the Past: Cotton Shortage and Innovation During WWI

This exploration delves into the repercussions of the cotton shortage during World War I, focusing on Kimberly-Clark's research into wood pulp as an alternative for bandages. The post-war surplus led to unexpected uses of their products by nurses. An analysis of the 1930s advertising campaigns reveals how Kimberly-Clark navigated embarrassment related to their products and reinvented the social image of items like tampons through clever marketing. This highlights the transformation of war-related innovations into mainstream consumer goods.

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Lessons from the Past: Cotton Shortage and Innovation During WWI

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Presentation Transcript

  1. What have we learned about the cycle so far? 1. 2. 3.

  2. World War I Cotton shortage during WWI Kimberly-Clark Paper Company researched wood pulp as a war absorbent (bandages) Surplus after the war Learned that WWI nurses used the product in a different way

  3. I would like the Cellunap…uhm…and the aspirin Embarrassed Gross

  4. Outcome • To avoid embarrassment Kimberly-Clarke has to make up a word • Ads create a new social image

  5. Tampon 1930s • Another war related item used for a different purpose • 1936

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