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Kimberley Clark

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Kimberly Clark just introduced a new marketing program which according to Lizette Williams, Senior Brand Manager  Huggies Multicultural Brand Strategy at Kimberly-Clark, is the first time the CPG giant is doing a large-scale total marketing campaign that leads with multicultural (Hispanic) insights.

Williams is excited about the new FUN song marketing platform that was launched last week. She notes that  Huggies, Kimberly Clark’s disposable diaper, has been “the lead horse in the race.”  “From a scale perspective, this is the  first time we are doing a Total Market campaign and leading with multicultural insights.”

Lizette WilliamsWilliams is happy to say that several Kimberly Clark brands invest in Hispanic marketing , leading with the  Huggies brand. ” We have been industry leaders in terms of pursuing a total market strategy and are actively including multicultural consumers throughout the whole marketing process. This is reflective of the consumers we are reaching out to  today:  40% of Millennials are multicultural, that is why pursuing a  Total Marketing strategy makes a lot of sense. The FUN program has an ethnic component at the very core. These are Latina family insights but these insights are not exclusive to that segment.” Williams adds that music, the main element of the FUN platform, is a unifier across cultures. Another crucial element of the program is the fact that it is bilingual so it can reach both the general market as well as the 60% of Hispanic Millennials who are bilingual.

Just like everyone should be a Multicultural Marketer, everyone should be a Digital Marketer.

Digital is similar to Multicultural

Williams points out that Kimberly Clark CMO, Clive Sirkin continues to push his organization to think about marketing in a digital world. “We do this through fully integrated marketing programs,” Williams claims. The multicultural marketer cites an interesting parallelism between the way Multicultural pervades the marketing world and the way Digital marketing does: “Everyone should be a Multicultural Marketer. It is very similar from a digital perspective, Everyone should be a Digital Marketer.”

Williams describes Celebrate FUN as a marketing platform that motivates families to move closer together. The Latina mom is at the core of the effort. With a bilingual activation, heavy digital and social components, and music as the platform and universal unifier across cultures. The centerpiece is the FUN Song web app where consumers can customize their own “Family Unity song” and both share socially and download as a ringtone.  California consumers will receive coupons for participating Kimberly-Clark products including  (Huggies,Kleenex, Scott and Pull-Ups.). These coupons will escalate in value as their song is shared with others across social media channels.

The PR effort is mostly done around Grammy-nominated singer/songwriter and mother Christina Milian. In California, who participate in the program wil have the chance to win a live recording session with Christina Milian. A national expansion of the program may happen in 2015, based in the current initiatives results.  Kimberly is also partnering with Latina bloggers that are influencers in their communities.

More than 800 marketing, advertising and media executives are gathering in Los Angeles for the Multicultural Marketing & Diversity Conference organized by the Association of National Advertisers (ANA). To include ethnic insights into overall (total) marketing strategies is crucial, many marketers noted. Pepsico’s Carlos Saavedra presented Pepsi’s cultural fluency marketing approach.

An overarching theme of Day 1 of the ANA Multicultural Conference taking place yesterday and today in Los Angeles, is that (multi)cultural relevant insights need to lead Corporate America’s marketing strategies.  “Our creative begins with a culturally relevant insight”, noted presenter Marlena Peleo-Lazar, Chief Creative Officer of McDonald’s Corporation. Peleo-Lazar highlighted the importance of integrating the main four elements of a marketing plan: Insights, Plan, Creative and Media.

Association of National Advertisers“You can not think about growing the US $2 billion Huggies business without leading with ethnic insights first,” said Lizette Williams, Senior Brand Manager, Kimberley-Clark Corporation. Williams, an AfroLatina, claimed that she has found success in implementing a total market strategy with strong multicultural elements by having CMO level support and elevating the conversation. Elevating the conversation means to transition from a silo-marketing situation in which marketing dollars are fought for, to discussing an overall total market company strategy. Williams added that a strong collaboration between multicultural and general market agencies is a strong prerequisite for a succesful total market strategy.

Jori Hartwig, CMO, Amway North America, noted that 54% of Amway U.S. based members are Hispanics. She stressed that direct sales, which Amway relies on, are not based on a door to door model anymore but a virtual communication network. Hartwig expects that more than half of Amway’s growth over the next decade will come from the Multicultural space.

The former Multicultural team is now the Culture and Music team.

 

Pepsi calls for a cross cultural mindset

Carlos Saavedra, director of Multicultural Marketing at Pepsi, gave a presentation about Pepsico’s Cross Cultural Marketing journey.
“By 2042 there will be a majority of minorities (Hispanics, African-Americans, Asians etc.) in the U.S. Minorities now account for USv$3.2 trillion dollars in spending power,” Saavedra noted. That is why  “brands must rethink the way they connect with consumers. Traditional multicultural marketing is not sustainable in the long-term. Ethnic culture is a part of how consumers identify themselves. A more dynamic cross cultural mindset is called for. It is called Cultural Fluency.”

Cultural Fluency means to market at intersection of interests (e.g. Fashion, Sports etc), rather than to one group in particular. “It is about being inclusive about the entire texture of multicultural consumers.” Pepsi transitioned from having a multicultural team to have multicultural marketing objectives be included in each brand’s goals. “The former Multicultural team  is now the Culture and Music team,” Saavedra said. “Brand managers are accountable to connect with the multicultural consumer. They need to know the multicultural consumer as well as general market consumers.”

Saavedra claimed that  Hispanic focused executions are not necessarily wrong.  But he said that by taking a cross cultural approach , Pepsi discovered that the NFL is attractive to Hispanics. Before, by having an only Hispanic approach, Hispanic campaigns only revolved around soccer,
Critical to the success of Pepsi’s Cultural Fluency project are the “Need to invest to build cross cultural insights and execution infrastructure as well as razor-sharp regional execution.”