K-C to promote brands through new technologies
Nonwovens Industry, Nov, 2005
A collaboration is underway between Kimberly-Clark's Huggies and Pull-Ups brands and PBS KIDS Sprout Network. The network's ability to interact with parents and children through emerging digital, online and video-on-demand (VOD) channels is expected to enable K-C to gain valuable consumer insights.
As part of the partnership, K-C will explore the use of these technologies to initiate Huggies and Pull-Ups cross-promotional content opportunities with viewers of the network. The VOD element will provide K-C a platform to experiment with different messaging and long-form creative vignettes that will be designed to drive moms and morns-to-be directly to the newly launched Huggies Baby Network, Pull-Ups.com and two new websites: "Huggies Happy, Healthy Pregnancy" and "Huggies Happy Baby."
PBS KIDS Sprout launched its new 24-hour pre-school digital cable network in September. PBS KIDS Sprout is reportedly the first and only multi-platform television service reaching more than 15 million homes dedicated to offering children safe, fun, quality programming--either on-air, on-demand or online.
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