What: Kimberly-Clark Corporation announced the launch of the new Celebrate Family UNity (“FUN”) program in California.
Why it matters: The program was specifically designed for the growing population of bicultural millennial Latina moms, but will have total market reach and appeal.
The platform was created to motivate and inspire families to come closer together and give them fun ways to drive family pride and celebrate their unity focused on the universal and unifying power of music . With a bilingual activation, heavy digital / social components, and music as the platform and universal unifier across cultures, the Celebrate FUN program, while designed with a core millennial Latina consumer in mind, will be focused on driving a total market.
The program will be launched in partnership with celebrity spokesperson, Christina Milian and is being activated at California Wal-Mart, Target, Walgreens, Food4Less and Safeway stores with special offers.
“This innovative approach, designed with ethnic insights at the core but broad-reaching in the activation, is the industry’s first-ever scale program to be grounded in a Total Market Strategy. With 1 in 4 Hispanic families today being multigenerational and a Kimberly-Clark portfolio of products that spans consumer needs from infancy to maturity, Kimberly-Clark saw an opportunity to develop a unique program built on strategic Hispanic and multicultural insights centered on the strength of family togetherness.” said the company in a release.
The firm also adds that “Through research Kimberly-Clark uncovered the importance of family unity across both the nuclear and extended family and the critical role it plays in the lives of multicultural moms, while still resonating with the rest of the market.”
“With 40% of the millennial audience being multicultural, keeping multicultural marketing as a silo is no longer an option,” stated Lizette Williams, Head of Kimberly- Clark’s Multicultural Strategy Team and Program Lead, “Kimberly-Clark has shifted to ‘marketing in a multicultural world’ and has taken an innovative total market approach grounded in strategic insights driven by a key growth segment, Latina millennial moms, while still ensuring resonance with the rest of our consumer base.
At the core of this fully integrated Program is the unique FUN Song web app where consumers can customize their own “Family UNity song” and both share socially and download as a ringtone. Hispanic consumers over-index across all social networking sites and in usage of mobile internet, which drove the Program design. California consumers will receive coupons for participating Kimberly-Clark products, Huggies,Pull Ups, U by Kotex, Kleenex and Scott, that will escalate in value as their song is shared with others across social media channels.
“The Kimberly-Clark Celebrate Family UNity program is a great way for all families to celebrate the unique bonds that only they share,” said Christina Milian, Grammy- nominated singer/songwriter and mother.
In California, residents who participate in the program by creating their own custom Family UNity (FUN) song, will be entered for a chance to win a live recording session with Christina Milian where she will record her version of their Family UNity song.
“Celebrate Family UNity is a great platform for Kimberly-Clark shopper marketing efforts across all of our brands,” said Lori Borchardt, Enterprise Brand Manager. “Not only is it based in multicultural insights, but family unity resonates with all U.S. moms.”