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K-C to roll out Cottonelle Comfort Haven

08
Jan '08

Kimberly-Clark Corporation 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 comfort.

"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 in the U.S. and Canada with TV advertising to build awareness, followed by the launch of aremodeled Cottonelle Web site, Internet brand and print advertising, and in March, K-C will roll out the Cottonelle Comfort Haven.

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