🧷 Hackathon: Kimberly-Clark Hackathon 2016
In May 2016, I joined the 1st Hackathon hosted by Kimberly-Clark in partnership with FIAP, focused on rethinking consumer care products, especially for early childhood.
The challenge: Many mothers still prefer using cotton and water over wet wipes due to trust and comfort.
Our team, Time Branco, worked on a new product concept that could bridge this perception gap.
Our idea: AlgodĂŁo-nĂŁo-algodĂŁo ("Cotton-not-Cotton")
A redesigned wipe that replicates the sensory feel of cotton while leveraging the practicality and convenience of disposable wipes. The material formulation increased the proportion of cellulose, improving softness and reducing cost.
Key concepts we developed:
- A hybrid product positioned between traditional cotton and wipes
- New packaging with refillable functionality for sustainability and differentiation
- Market strategy targeting mothers transitioning from cotton to wipes
- A product experience aligned with Huggies’ positioning of softness and care
We presented a full pitch including product rationale, market segmentation, packaging prototype, and financial modeling (break-even and payback).
This was a three-day sprint of ideation, prototyping, and presenting — a great opportunity to work in a cross-disciplinary team and connect business needs with material innovation.