Kimberly-Clark plots multi-brand effort

24 May 2011

DALLAS: Kimberly-Clark, the personal care group, is to roll out a major multi-brand campaign, making it one of a growing number of advertisers adopting such a strategy.

The company has formed a tie-up with Walt Disney and Pixar surrounding the forthcoming film Cars 2, to be released across the US in June.

Supported through a total of 22 retailers, a larger reach than is often achieved by similar programmes, this initiative will incorporate ranges like Cottonelle, Huggies, Pull-Ups, Scott and Viva.

Cinema, coupons available in newspaper inserts, direct mail, in-store collateral and spots on Wal-Mart's in-house television screens are among the channels promoting these offerings.

Elsewhere, 1.2m boxes of Kleenex tissues will carry a password and 3D glasses allowing buyers to view three-dimensional Cars 2 content on a dedicated website.

Customers can also redeem reward points by entering special codes online from featured products, giving them the chance to claim items such as Mattel toys based around Cars 2, Crayola merchandise and a $10 Visa prepaid card.

"We look at multi-brand really from a retail and shopper marketing perspective," Deborah Hannah, Kimberly-Clark's enterprise integrated marketing planning director, told AdAge.

"It's much more powerful if we can go with a proposition that says we're going to be about 'Cars 2' and we've got a lot of brands participating and can really build basket size, trips, etc."

Turning to the web, Kimberly-Clark has tapped five "influential parenting bloggers" to run a competition promising "road trips", products and further prizes.

Although specific lines will still assume a central role in many marketing materials, the Kimberly-Clark corporate brand is to boast a stronger status than is typically the case.

Alongside its activity in the US, Kimberly-Clark is to implement parallel programmes in Latin America, Europe, South Africa and Australia.

It pursued a smaller-scale idea last year, linking Huggies and Pull-Ups with Toy Story 3, also created by Disney and Pixar.

Procter & Gamble, the owner of Tide and Pampers, has leveraged the "Thanks, Mom" positioning to champion several brands in the US and, most recently, the UK.

Late last year, The Campbell Soup Company introduced an umbrella marketing platform covering its entire soup portfolio, and which extended into 2011.

"The consumer response to the campaign has been really positive," Denise Morrison, its chief operating officer, said earlier this year.

"We've had certain executions that have performed better than others, and we continue to learn and improve it. But this is some of the best advertising we've had on air in our recent past, so we're very, very encouraged by that."

Heinz has also previously placed a greater emphasis behind such a model, pushing its Tomato Ketchup, Beanz, Salad Cream, Spaghetti Hoops and Cream of Tomato Soup in the UK.

Data sourced from AdAge; additional content by Warc staff