Pioneer and global-leading baby and child care brand Huggies® is speaking to potty training mums in a language they understand – and providing treats for the children too.
A Pan-European promo featuring giveaways from the Disney-Pixar movie Cars 2 is all the talk among mothers who are picking up the details from an 8-page Fix-a-Form from Denny Bros applied to packs available in all leading supermarkets.*
This first-ever Europe-wide giveaway from Huggies® is featured on over 2million packs of Day and Night Time Boys and Girls Packs of Pull-Ups®.
The promotional details, given in English, French and Italian, are all cleverly enclosed within the 50mm resealable on-pack resource. Mothers and children will instantly recognise the Disney-Pixar branding which points them to the www.pullupspromo.com website and enables them to redeem their potty training reward stickers via an 8-character alpha-numeric code. The special code is printed on the base label of the Fix-a-Form which is firmly adhered to the product pack for reasons of security.
According to Huggies®, new mums rely heavily on the internet for research on potty training and so the Cars 2 promotional activity around Pull-Ups® keeps the focus squarely on their branded website.
Explains a senior member of the Huggies® marketing team at Kimberly-Clark,
‘There are many benefits of using Fix-a-Form but the key one in this promotion was the space to run the compulsory terms and conditions around the competition in three languages.’
‘The Fix-A-Form is a wonderful way to leverage the appeal of Disney-Pixar to potty training age children – a true attention grabber for mums in store – and it doubles as an excellent device to direct traffic to the Pull-Ups® site. Mums can redeem from one up to three codes from participating packs of Pull-Ups in return for sets of Cars 2 stickers – which is customer relationship marketing at its best.’
‘Overall, the campaign helps to reinforce our already-strong online presence as a provider of vital potty training info for mums – and light-hearted fun for their little potty trainers.’
Kimberly-Clark’s global brands are a trusted part of the lives of nearly 1.3 billion people across more than 150 countries.
* Promo ends September 2011
Denny Bros Ltd
Tel: 01284 701381