Kimberly-Clark Reaches Out to Moms | Adweek Kimberly-Clark Reaches Out to Moms | Adweek
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Kimberly-Clark Reaches Out to Moms

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NEW YORK Kimberly-Clark's Huggies and Pull-Ups are the brands behind a company initiative launched this week to cull and celebrate the best of Hispanic parenting and consejos (advice).

Dubbed "De mama a mama" ("Mom to mom"), the program aims to generate parenting tips, traditions and advice from Hispanic mothers that will be shared and passed along to new and expectant Latina mothers via a book of culturally focused parenting advice.

Moms with sage advice to bestow on moms-to-be can share their road-tested tips for good parenting at HuggiesEnEspanol.com and PullUpsEnEspanol.com and view thoughts from fellow contributors.

The shared advice program is a way for the Kimberly-Clark brands to help foster a sense of extended family to new and expectant Latin moms and to provide moral and practical support as their lives change in anticipation of their newborn arrivals.

"Child-rearing in the Hispanic culture is almost always a collective endeavor involving continuous input, consejos [advice] and support from all female members of the extended family -- from mothers and grandmothers to aunts, sisters and sisters-in-law," said Isabel Gomez-Bassols, host of Univision Radio Cadena's live call-in show Doctora Isabel, El Angel de la Radio.

Kimberly-Clark has enlisted Gomez-Bassols, to oversee the creation of the free parenting advice book. She also is the spokeswoman for Kimberly-Clark's multibrand Hispanic initiative, "Madre a mujer" ("Mother to woman"), which includes the Huggies and Pull-Ups brands.

As an incentive to visit the Huggies and Pull-Ups sites to document lessons learned from parenthood, participants will be automatically entered in a sweepstakes accompanying the outreach program.

The sweepstakes runs through Nov. 30 and is comprised of five grand prizes: one year's worth of free Huggies and Pull-Ups products and 10 first prizes of three month's worth of free Huggies and Pull-Ups brands. The winners will be selected in a random drawing in mid-December.

Kimberly-Clark's ad spending in Hispanic network and cable TV for the Huggies and Pull-Ups brands has topped $5.5 million through July 2008 versus $7 million-plus for all of 2007, per Nielsen Monitor-Plus.

The book is expected to be available in April 2009 and will be given to consumers as a gift in select retail stores nationwide just ahead of Mother's Day, which falls on May 10, 2009.