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Ken Champa (picture) is one of the main responsibles behind the recently announced Kleenex initiative targeting Hispanic moms. Portada caught up with Champa about the campaign (see below) and other ways Kleenex (Kimberley-Clark) markets to Hispanics . <\/p>\n
Portada: Can you please explain the main objective of Kleenex’s current Hispanic campaign targeting Moms and their children?<\/strong> <\/strong>What types of paid media is being bought? (e.g. digital, print, broadcast etc? )<\/strong>
\nKen Champa, Associate Brand Manager Kleenex Brand at Kimberley Clark:<\/strong> “With Sneeze Catchers, we’re inviting mom to discover and learn about KLEENEX brand while providing a fun experience for her children. “<\/p>\n
\nKen Champa: <\/strong> “Our program includes digital, radio, and TV; which are all reinforced by our activation at key retailers.”
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\n<\/strong>How is Mindshare coordinating its media buing effort with Mass Hispanic Marketing (the promotion agency)?<\/strong>
\nKen Champa: <\/strong> “Our agencies have worked closely together to align media efforts. We wanted to be sure our mass reach media coordinated with our retail activations. This coordination is a key part of our holistic approach to commercial programs.”
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\n<\/strong> You say that the campaign is bilingual. Does this mean that you are advertising in English-language media targeting Hispanics or in general market English media?<\/strong>
\nKen Champa: <\/strong> “Consumers who hear about our program and visit our site to learn more can navigate our site in both English and Spanish. Additionally, our retail activations provide bilingual program information and consumer engagement.”<\/p>\n