Kimberly-Clark Canada prepares Huggies Helpers promotion
Kimberly-Clark Canada is preparing an in-store promotion in association with Wal-Mart Canada in support of its Huggies brand of baby products. During the initiative, which will begin in May in a number of Wal-Mart stores, promotional workers dubbed "Huggies Helpers" will distribute information about the products once a month in the aisle where the products are displayed. The effort is aimed at new mothers and pregnant women. "Other parents are a critical and credible resource for baby care advice," said Tara Chetkowski, customer marketing manager for Kimberly Clark. "By implementing a peer-to-peer network right inside the store, it will empower consumers to make better informed purchase decisions." The program is being managed by Consumer Impact Marketing of Toronto.