Innovative Magazine Insert Combines Marketing Message with Product Sample
and Purchase Incentive
Builds on Brand's Double-Digit Volume Growth in 2006
DALLAS, June 4 /CNW/ -- Nearly 2 million targeted subscribers to Reader's
Digest and Every Day with Rachael Ray will find something very unexpected in
their June issues -- a full-page, custom-printed sheet of Viva brand paper
towel inserted into the magazines by Kimberly-Clark Corporation (NYSE: KMB).
Some 737 miles of the category's most cloth-like paper towel was used to roll
out this first-of-a-kind print advertising initiative -- enough paper towels
to reach from Chicago to Philadelphia.
The print ad includes a six-page advertising insert, which sandwiches a
sheet of Viva paper towel between advertising copy that highlights the
product's unique softness and strength. A $1.00 coupon is incorporated into
the last page of the advertising insert to spur trial of the product. The
promotion is targeted to consumers who enjoy cooking and home entertaining
including 800,000 Every Day with Rachael Ray readers and 1 million segmented
Reader's Digest subscribers.
"Viva is so incredibly soft and strong, even when wet, it's more like a
paper cloth than a paper towel," said Dave Wears, Marketing Director for the
Viva brand. "This innovative marketing approach is designed to break through
the typical clutter of print advertising and enable consumers to experience
the Viva brand difference firsthand."
The print promotion builds on K-C's efforts to ignite sales and volume
growth for the Viva brand through its first major national print and
television advertising efforts in nearly a decade. In addition to the towel
insert, Viva brand 30-second television spots are running on numerous cable
channels, including The Food Network, Fine Living, The Travel Channel, Home,
and many more.
"Throughout 2006, Viva paper towels achieved double-digit volume growth
as a result of sharing the Viva brand story with consumers," Wears said. "The
launch of this unique towel-insert advertising program is designed to build on
this momentum, as well as elevate the recognition of the Viva brand towel's
cloth-like attributes and help continue to fuel rapid growth of the brand."
The logistics of incorporating an actual sheet of Viva brand towels with
advertising in 1.8 million magazines required the efforts of K-C team members
from marketing, research and manufacturing, as well as staff from these
publications. The 2.8 million square feet of Viva brand towels used to produce
the insert would cover approximately 50 football fields.
Kimberly-Clark worked with creative agency Anthem Worldwide, a Schawk
Strategic Design Company, to develop the six-page advertising and paper towel
insert. The paper towel insert is unique because it puts a sheet of Viva
brand paper towels directly into the hands of targeted consumers. With no
over-wrapping or packaging required to be opened in order to touch the towel,
consumers can feel the difference of the Viva brand paper towel while reading
the context of the brand's advertising message. For this reason, K-C has
applied for a patent for the novel paper towel insertion.
"Part of K-C's growth strategy emphasizes further building consumer
awareness of our brands and growing sales of category-building, premium
products like Viva brand towels," said Wears. "This new campaign combines
precise market segmentation with innovative marketing that enable the brand to
enter into a meaningful dialogue with consumers."
Kimberly-Clark and its well-known global brands are an indispensable part
of life for people in more than 150 countries. Every day, 1.3 billion people
-- nearly a quarter of the world's population -- trust K-C brands and the
solutions they provide to enhance their health, hygiene and well-being. With
brands such as Kleenex, Scott, Huggies, Pull-Ups, Kotex and Depend,
Kimberly-Clark holds the No. 1 or No. 2 share position in more than 80
countries. To keep up with the latest K-C news and to learn more about the
company's 135-year history of innovation, visit http://www.kimberly-clark.com.
For further information:
For further information: media, Joey Mooring, +1-972-281-1443,
email@example.com, or investors, Mike Masseth, +1-972-281-1478,
firstname.lastname@example.org, both of Kimberly-Clark Corporation Web Site: