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Talking about 'those' products

Perhaps you can recall the fellow who used to police the paper goods aisle in your supermarket to prevent you from succumbing to the urge to squeeze that soft and huggable roll of Charmin toilet paper. Even Mr. Whipple couldn’t contain the urge to “squeeze the Charmin” which is a product of one of the two largest sources of the paper products you use to…well, dry or to keep dry various parts of your body.

Both Kimberly-Clark and Proctor & Gamble are in the middle of redefining how Americans think about purchasing paper products for everything from blowing their nose to covering baby’s bottom and all stops in-between.

You have probably noticed that bears are now squeezing the Charmin and extolling the virtues of the tissue, which can take care of what wild bears do in the woods. But when it comes to those other paper products, which adults need just as much as small children, well, how do you talk about that in advertising?

The two paper goods giants are taking very different approaches to solving that problem and perhaps we can learn something about how advertising can find ways to engage an audience.

First, Kimberly-Clark, which has poured its resources into a “scale” event in which you combine multiple brands behind sports or entertainment property to capture the attention of major retailers, is moving the sales war from the store to the movie theater.

For K-C’s Cars 2 tie-in, they are working with 22 retail chains such as Wal-Mart, Target, and Kroger and backing the effort with movie ads, newspaper coupon inserts, direct mail, and social media. A promotional campaign includes 3-D glasses embedded in the cardboard strip which opens the 1.2 million boxes of Kleenex co-branded for the event and a code on the strip to access media on a Disney website, as well as a rewards program in which you can redeem points at participating retailers for toy cars and other prizes.

Clearly K-C is aiming for an affective response by affiliating with the fun and humor of the Cars property using advertising directed at the kids and mom for everyday products they both need and use. If you have to deal with life’s little messes, why not have some fun along the way?

P&G, which is directing its message to the adults, is using a wide variety of channels and featuring celebrities including Jay Leno, Whoopi Goldberg and Tyra Banks to help spread the word about the issue of LBL (Light Bladder Leakage). Their strategy is one in which the marketing has become a part of the therapy of helping an adult audience become comfortable talking about an issue like LBL.

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Cindy Livesey is the force behind Living Rich With Coupons which provides its readers with all the resources they need to shop smart so they can get life’s luxuries for a lot less. Her family of 5 has saved over $11,000 a year in groceries. And you can too.

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