Campaign Leverages Multiple Communications Channels to Help Deliver the
Cottonelle Brand's Promise - Providing Comfort & Softness
DALLAS, Jan. 7 /CNW/ -- Kimberly-Clark Corporation (NYSE: KMB) today
announced it is launching the largest non-traditional marketing campaign in
its history to help drive further sustainable growth for its Cottonelle brand.
The campaign "Be Kind to Your Behind" debuts this month and integrates
experiential marketing, branded Web sites, Internet advertising, bus and train
station ads, FSIs, in-store promotions, redesigned product packaging and
public relations activities, as well as traditional TV and print advertising.
In addition, the campaign will use the iconic Cottonelle puppy across all
communications channels to embody the brand's key benefits of soft, soothing
"K-C is raising the bar of its marketing efforts through pursuing
integrated, media-neutral campaigns based on powerful ideas that leverage the
promise of our brands," said Alan Loux, Vice President of Brand Development
for K-C. "Through a wide array of marketing channels, including the
Cottonelle Comfort Haven, the 'Be Kind to Your Behind' campaign will connect
consumers with the brand's promise of comfort in an alluring way."
The Haven features a puppy-themed bus that will travel to major
metropolitan cities across North America with four themed comfort areas
offering consumers access to massages, yoga, comfortable places to sit and
relax during their busy day, and a sweepstakes promotion.
The campaign kicks off today in the U.S. and Canada with TV advertising
to build awareness, followed by the launch of a remodeled Cottonelle Web site,
Internet brand and print advertising, and in March, K-C will roll out the
Cottonelle Comfort Haven.
To promote the traveling Haven in each market, the Cottonelle brand will
run outdoor advertising that will dominate in selected rail and bus stations
and other high traffic locations.
"In a world that can be tough on bottoms, Cottonelle brand bath tissue is
one kind thing that you can do for your behind," said Loux.
In addition to launching the campaign in the U.S. and Canada, K-C plans
to roll out the "Be Kind to Your Behind" campaign throughout Europe under
multiple brands, using the iconic puppy. The European campaign is scheduled
to launch the summer of 2008.
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 136-year history of innovation, visit http://www.kimberly-clark.com.
For further information:
For further information: media, Joey Mooring, +1-972-281-1443,
firstname.lastname@example.org, or investors, Mike Masseth, +1-972-281-1478,
email@example.com, both of Kimberly-Clark Corporation Web Site: