K-C Breaks Out Kleenex for Olympics | Adweek K-C Breaks Out Kleenex for Olympics | Adweek
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K-C Breaks Out Kleenex for Olympics

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DALLAS Kleenex, the official facial tissue supplier of the U.S. Olympic Team, will launch its first U.S. Olympic-themed television advertisement for the Winter Games that run Feb. 10-26, according to parent company Kimberly-Clark.

The inaugural Kleenex brand spot, "Goalie," is already showing in movie theaters, the company said. JWT in New York handled creative. Campaign spending was not disclosed.

Focusing on the inspirational and emotional moments experienced by U.S. athletes pursuing their Olympic dreams, the commercial incorporates the brand's ongoing "Kleenex Moments" branding and marketing theme. The 30-second spot features a young hockey player taking practice shots at a mystery goalie. Ultimately, the goalie is revealed to be the boy's mother, highlighting the strong bond and commitment between athletes and their No. 1 fans.

"Consumers know that Kleenex facial tissues and special moments of emotional significance, especially in an Olympic context, go hand-in-hand," said Steve Erb, associate marketing director for the Kleenex brand. "During Olympic competition, years of sacrifice and intense preparation can come together in a single performance. For the third consecutive U.S. Olympic Games, Kleenex brand tissues will be present to offer comfort in times of victory or heartbreak."

The Kleenex U.S. Olympic campaign also incorporates national radio and print elements and two online consumer sweepstakes.

The consumer sweepstakes are available now through the Olympic Winter Games. The "Kleenex U.S. Olympic Gold Game" sweepstakes will be promoted on approximately 32 million packages of Kleenex facial tissues and other Kimberly-Clark products, including Scott towels and bathroom tissue, Cottonelle bathroom tissue and Viva towels. The "Kleenex Moments No.1 Fan for Life" sweepstakes will be promoted online at www.kleenexmoments.com.

During the games, three mother-daughter pairs will share special Kleenex Moments that helped shape their athlete-mother relationships: U.S. bobsledder Vonetta Flowers and her mother, Bobbie Jeffery; U.S. speed skater Elli Ochowicz and her mother, Sheila Young-Ochowicz; and U.S. hockey forward Kelly Stephens and her mother, Kristine Stephens.

These interviews will be carried in a variety of news media outlets, and will also appear on a special "Mom's" Web site made possible through a partnership with NBCOlympics.com. In addition, consumers will be able to follow the life journeys of these athletes as shared by their mothers through family photos and daily diaries.

"The 2006 Olympic Winter Games provides the Kleenex brand a great global venue to emotionally connect with our consumers," said Gary Keider, marketing director for the Kleenex brand.