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Huggies, Pull-Ups, Kleenex,Scott, Cottonelle, Viva
Cars 2: Keep Your Family on Track

RAN IN: United States, Canada

CLIENT
Kimberly-Clark Corporation

Ken Johnson - Sr. Brand Manager, Shopper Mktg.
Dan Sohn - Integrated Mktg. Planning Manager
Johanna Sullivan - Global Licensing Manager

AGENCY
OgilvyAction *Lead Agency

Gail Kay - EVP, Acct. Services
Jon Goynshor - Director, Partnership Mktg.
Chris Hain - VP, Creative
Kristin Howard - Sr. Acct. Executive


Disney Consumer Products

Johanna Mooney - Director, Healthy & Beauty
Doretha McCoy - Manager


Disney Studios

Carol Fabrizio - Manager


Ketchum


Mindshare


SUMMARY

Kimberly-Clark Baby and Child Care, and Family Care, brands required a resonant shopper solution to drive larger basket rings based on value versus price. Synchronizing unique, multiple path-to-purchase programs with the Disney Cars 2 property, other manufacturers and key retailers nationwide, enabled K-C to deliver a range of customized, escalating cross category solutions that helped Mom keep her family on track throughout the hectic summer months. These efforts contributed to increases in sales (7%), share gains across all brands, feature (38%), and display (25%) activity and twenty customized retailer activations.

CASE VIDEO


Hero Medium: Shopper Involvement

Medium Featured On Video: TV, Radio, Interactive, Print, Direct, PR, Retail Experience, Cinema, Packaging, Product Design, Shopper Involvement, Sponsorship, Trade Comm./Promo

Audience: Mothers, Women, Families

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English