Kimberly-Clark Corp. has teamed up with My Gym Children’s Fitness Centers to promote the company’s Huggies brand in 170 outlets nationwide with samples, coupons and signage.
Under the yearlong partnership, Huggies is showcasing its Supreme Natural Fit diapers to children 11-months to 18-months old and parents who attend My Gym’s Waddler classes.
My Gym locations are offering about 1,000 samples to visitors, said Chris Gayton, vice president of marketing for Channel M, the firm that created and negotiated the partnership. The supply with be replenished as needed.
Huggies, a My Gym sponsor, is the sole supplier of diapers for the kids-only gym. About 150,000 diapers will be distributed as part of the yearlong effort, Gayton said.
In addition to the diapers, visitors can try out Huggies Naturally Refreshing Wipes, its Naturally Refreshing Lotion and Clean Team Henry the Hippo Soap at refreshing stations. People can also take away $2 off coupons off Huggies diapers. About 1,000 coupons are being distributed to each store and will be replenished every two months.
The promotion is “really about tying into the audience that is out buying these products,” said David Teichner, CEO of Channel M. “It’s a great fit.”
Posters, counter cards and window clings also promote the Huggies partnership.
“We wanted to create value for mothers by providing product samples, incentives to take home and additional opportunities for their children to play courtesy of the Huggies brand and My Gym,” said David Krupp, managing director with Wow, the firm that worked with Channel M and Huggies brand to create the partnership.
Huggies is also sponsoring branded celebration parties at each location. At each event, members can invite friends for free food, gymnastics and music. Another 480 parties will be held by December 2008 nationwide.
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