What was the revenue management capability investment in the first quarter of 2020 
, Mike, on the -- on K-C Strategy 2020, I guess, my question here is around just how you're prioritizing investments that encompass that strategy. Are there capabilities that you think you can still make progress on in this environment? Or maybe take on more urgency versus others that need to be deferred or just seem little bit less critical today versus even a few months ago. Can you just give us some color there?
Michael D. Hsu -- Chairman and Chief Executive Officer
Yeah, I think the capabilities are all critical for moving forward, and they're foundational for a consumer products good company. I mean, I'll just kind of walk you through and we're kind of using them all right now, right? Innovation, a big one; marketing with a special emphasis on digital; the sales execution or end market execution and revenue management. And so if you click through all those, I think they all have important effects for us this year. Innovation, we're seeing strong traction in China, Central and Eastern Europe, North America on our product launches, and so we want to continue those. Obviously, digital is kind of how we are competing and it's really the lion's share of our media investment. And so we got to get better at that and continuously. I think if you think about this environment, though a lot of it does come down to the end-market execution and we're still seeing very strong execution locally. And that matters more when we are in a tight supply situation, the coordination there. And then lastly, the revenue management, I think that will be -- I think that's important capability and I'm especially given what we might anticipate some recessionary impacts and what that might do to create pressure in the promotion or pricing environment, and we're very glad we have that capability to help us manage through that in an effective way. So, yeah, we're -- Yeah, go ahead, Maria.
Maria Henry -- Chief Financial Officer
Yeah, I'd just add on there that we came out of the gate strong as you would have expected in the first quarter and as we discussed our K-C 2022 strategies with you back in January. We executed that right out of the gate, and you saw that come through in the numbers on the -- between the lines spending with advertising being up meaningfully in the quarter and also investment around the capability areas that Mike just described. We've already talked about how we see the advertising spend and trade spend in this environment. And then on the capability building activities, as you can imagine, again, with things like travel restrictions in place, some of the spend on those programs will take a pause here in the near term, especially in the second quarter, just as people can't get to where they need to be in terms of some of the work that we were planning to do there. So strong out of the gate in the first quarter, completely in line with what we talked about and our growth strategy around K-C 2022, a bit of a pause given the restrictions here in the near term. But as soon as we can turn those activities back on full speed, we remain fully committed to them and we certainly will do that.
Steve Powers -- Deutsche Bank -- Analyst
Okay. That's great. And I guess, the second question if I could. And you've talked a little bit about -- I just want to really hone in on it and be clear about how you're thinking about the expected trajectory of net price and mix realization through this cycle versus what we've all experienced in the past. Because it sounds like -- because of input cost deflation and recessionary pressures, it sounds like you're saying we might see more trade down our net price givebacks promotion in developed markets just once we get through the surge of demand. And while pricing will undoubtedly be sought after in D&E markets to offset FX, it sounds like you're preparing us to -- that we might see less than we might have expected based on past precedent. I just -- I don't want put words in your mouth. I just want to run that back by you. And is that what we've -- is that what I should have heard because I just want to ta
, Mike, on the -- on K-C Strategy 2020, I guess, my question here is around just how you're prioritizing investments that encompass that strategy. Are there capabilities that you think you can still make progress on in this environment? Or maybe take on more urgency versus others that need to be deferred or just seem little bit less critical today versus even a few months ago. Can you just give us some color there?
Michael D. Hsu -- Chairman and Chief Executive Officer
Yeah, I think the capabilities are all critical for moving forward, and they're foundational for a consumer products good company. I mean, I'll just kind of walk you through and we're kind of using them all right now, right? Innovation, a big one; marketing with a special emphasis on digital; the sales execution or end market execution and revenue management. And so if you click through all those, I think they all have important effects for us this year. Innovation, we're seeing strong traction in China, Central and Eastern Europe, North America on our product launches, and so we want to continue those. Obviously, digital is kind of how we are competing and it's really the lion's share of our media investment. And so we got to get better at that and continuously. I think if you think about this environment, though a lot of it does come down to the end-market execution and we're still seeing very strong execution locally. And that matters more when we are in a tight supply situation, the coordination there. And then lastly, the revenue management, I think that will be -- I think that's important capability and I'm especially given what we might anticipate some recessionary impacts and what that might do to create pressure in the promotion or pricing environment, and we're very glad we have that capability to help us manage through that in an effective way. So, yeah, we're -- Yeah, go ahead, Maria.
Maria Henry -- Chief Financial Officer
 Yeah, I'd just add on there that we came out of the gate strong as you would have expected in the first quarter and as we discussed our K-C 2022 strategies with you back in January. We executed that right out of the gate, and you saw that come through in the numbers on the -- between the lines spending with advertising being up meaningfully in the quarter and also investment around the capability areas that Mike just described. We've already talked about how we see the advertising spend and trade spend in this environment. And then on the capability building activities, as you can imagine, again, with things like travel restrictions in place, some of the spend on those programs will take a pause here in the near term, especially in the second quarter, just as people can't get to where they need to be in terms of some of the work that we were planning to do there. So strong out of the gate in the first quarter, completely in line with what we talked about and our growth strategy around K-C 2022, a bit of a pause given the restrictions here in the near term. But as soon as we can turn those activities back on full speed, we remain fully committed to them and we certainly will do that.
Steve Powers -- Deutsche Bank -- Analyst
Okay. That's great. And I guess, the second question if I could. And you've talked a little bit about -- I just want to really hone in on it and be clear about how you're thinking about the expected trajectory of net price and mix realization through this cycle versus what we've all experienced in the past. Because it sounds like -- because of input cost deflation and recessionary pressures, it sounds like you're saying we might see more trade down our net price givebacks promotion in developed markets just once we get through the surge of demand. And while pricing will undoubtedly be sought after in D&E markets to offset FX, it sounds like you're preparing us to -- that we might see less than we might have expected based on past precedent. I just -- I don't want put words in your mouth. I just want to run that back by you. And is that what we've -- is that what I should have heard because I just want to ta