Kimberly-Clark Launches Breast Cancer Cause-Marketing Promo

Kimberly-Clark Corp. has launched a cause-marketing effort tied to its Huggies Baby Wipes and Viva Paper Towels products to help fight breast cancer during October, Breast Cancer Awareness Month.

The company will donate 20 cents to Susan G. Komen for the Cure for each tub of Huggies Baby Wipes Gentle Care Sensitive featuring Komen graphics purchased through Dec. 31. In addition, Kimberly-Clark will donate $1.00 for each specially marked Gentle Care Sensitive refill box purchased at Sam’s Club to the cause through yearend.

In all, Huggies expects to donate an estimated $150,000 to $250,000 toward the cause, which promotes breast cancer awareness and prevention.

“Breast cancer affects 200,000 women and their families each year in the U.S.,” Laura Keely, director of consumer promotion marketing for Kimberly-Clark, said. “Kimberly-Clark just wanted to do its part to fight this disease.”

And in October, Kimberly-Clark will donate 10 cents for each specially marked package of each Viva Paper Towels purchased at select retailers to The Breast Cancer Research Foundation. In addition, Viva will donate $5.00 for each new consumer who becomes a member of its online Viva Diva Café, an online community of Viva Towel users. Close to 30,000 members have signed up since the site’s launch a year ago.

The Viva brand has committed a maximum donation of $200,000 to the foundation, a non-profit organization dedicated to funding clinical and translational research, under the promotion, Keely said.

To spread the word, Kimberly Clark is setting up special in-store displays for its Huggies diapers, Kotex products and Viva Paper Towels brands at Kroger stores. Each will feature two Kimberly-Clark employees and cancer survivors, Anita Banjak and Brenda Nelson, on packages of Viva Paper Towels and Huggies Diapers, Keely said. The goal is to share employees’ story and raise awareness about the importance of early screening, she added.

For more coverage on other marketing tactics

For more coverage on marketing at retail

Related Articles:

Kimberly-Clark Goes Back-to-School with Sweeps

Kimberly-Clark Reshuffles Management