Kimberly-Clark campaign focuses on family vacation

NEENAH, WI: Kimberly-Clark Corp. has launched a new campaign for its Huggies and Pull-Ups brands based around a nationwide increase in travel among families.

NEENAH, WI: Kimberly-Clark Corp. has launched a new campaign for its Huggies and Pull-Ups brands based around a nationwide increase in travel among families.

The company announced the launch of the Discover the Magic Game, which will give 40 families the opportunity to win a vacation to the Walt Disney World Resort in Orlando, FL.

"The primary goal is to help families celebrate the time they spend with their kids," said Tom Smilanich, marketing director of child care brands for Kimberly-Clark. "Kids grow up very fast, and we want to be sure that we're there to help celebrate the playful moments. By doing this, we believe that we will strengthen our relationship with consumers."

As part of the campaign, the company has teamed up with Eileen Ogintz, a family-travel expert and author, who will share 40 helpful travel tips for family vacations on the company's Web sites.

Along with Ogintz's travel tips, the brands' Web sites, HuggiesBabyNetwork.com and Pull-Ups.com, will provide an opportunity to enter the competition.

The contest, which began on May 1 and will run through June 9, will choose one family a day. Families are able to register for the game site using a UPC number from any Huggies or Pull-Ups brand package.

Smilanich said the campaign came together after Kimberly-Clark had conducted a substantial amount of research into consumer trends. What it found was that family travel was on the rise. In turn, the company felt it could use PR to tie its findings into a campaign that would use the brand to celebrate the memories created on family vacations.

Ketchum is assisting Kimberly-Clark with the campaign.

"It's really three great things coming together: the Huggies and Pull-Ups brands, a travel expert, and Disney," Smilanich said. "It's a well-connected promotion, and it's aligned with what the Huggies brands are about. PR is an important part of our efforts to help get the word out about our brands."

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