IRVING, TX: Kleenex launched a campaign during flu season to increase brand awareness among Hispanic consumers, and recent statistics indicate the initiative's success.
The campaign, which was created by Latin Works, MindShare, MASS Hispanic Marketing and Hispania Public Relations, and Atlanta-based Studiocom, is called "Los Atrapaestornudos” or "sneeze catchers."
Children were signed up to be official sneeze catchers online and helped persuade their parents to buy Kleenex brand tissues. Participants were offered free gifts and games.
According to Nielsen, the brand has seen a one-point market share increase among its Hispanic consumers and a four-point market share gain in Miami, Los Angeles, San Antonio, and Houston, areas where the company focused the majority of its campaign activities.