Marking a dramatic shift for an established company, Kimberly-Clark is expected to heavily spend on nontraditional media in the next few years, reports AdAge.

The home-and-lifestyle product maker has hired its first-ever CMO in the last six months and added three more executives devoted to integrated marketing. That comes at the same time the company is adding $200 million to its marketing budget and planning significant expenditures in new media.

This year, 25 percent of Kimberly Clark's budget is expected to go to nontraditional media, compared with just 10 percent in 2004.

Not only digital media but also other programs, such as in-store and loyalty programs, will be emphasized. The new marketing focus will be on presenting a common brand message regardless of platform or media.