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 /PRNewswire-FirstCall/ -- 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."
About Kimberly-Clark
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.
SOURCE Kimberly-Clark Corporation
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Related links:
http://www.kimberly-clark.com
Photo Notes:http://www.newscom.com/cgi-bin/prnh/19991117/KMBLOGO
AP Archive: http://photoarchive.ap.org
PRN Photo Desk, photodesk@prnewswire.com
CONTACT:
media, Joey Mooring, +1-972-281-1443,
joey.mooring@kcc.com, or investors, Mike Masseth,
+1-972-281-1478, mmasseth@kcc.com, both of Kimberly-Clark
Corporation
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