Kimberly-Clark's New Hispanic Program Aims at General Market
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When is a new Hispanic marketing program not really a Hispanic marketing program? When it’s intended for the general market, but with a distinctly Latina orientation on the theory that programs for the general market should start with the fastest-growing population segment.
That’s the strategy behind Celebrate Family Unity (Celebrate FUN for short), which Kimberly-Clark Corp. sees as its most important effort for the Hispanic community ever, while also appealing to the general market. The program links five of K-C’s most important consumer brands under one banner, including Huggies, Pull-Ups, Kleenex, Scott and U by Kotex.
Because one in four Hispanic families has at least three generations in the same household, the company went with an “infancy to maturity approach,” said Lizette Williams, senior brand manager.
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