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Kimberly-Clark has unveiled a new Hispanic marketing program designed for the "general market, but with a distinctly Latina orientation," according to a recent article in Advertising Age, penned by Jack Neff. The program will run from April 28 through July 19.
Targeting the country's fastest-growing population segment, the "Celebrate Family Unity" program aims to tie together five of Kimberly Clark's premier brand names – Huggies, Pull-Ups, Kleenex, Scott and U by Kotex – under a single banner.
As many Hispanic households are multi-generational, the program will utilize both new and old media, shopper marketing via in-store events, as well as a FUN Song Web App, which creates customized songs and generates coupons.
Cuban-American musician Christina Milian will act as the program's celebrity spokesperson.
The full article is available online.