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.
And because Hispanics -- who marketers frequently observe over-index in just about everything -- are heavily into both the newest of media (mobile and social) and oldest (radio), the campaign includes all those things, as well as shopper marketing via in-store events at key retailers in California.
A centerpiece of the program, which runs from April 28 to July 19, is the FUN Song Web App that lets consumers customize their own "family unity song" based on a series of questions, then get coupons that rise in value the more their song is shared with others in social media.
Cuban-American musician Christian Milian, an urban/pop/R&B singer who has appeared on "Dancing with the Stars," is celebrity spokesperson for the effort. She'll record her own family unity song, and consumers have a chance to win a private recording session with her.
The program was designed "at every point for the core consumer, who is a bicultural Latina mom," Ms. Williams said. "But then we designed the activation to have total-market reach and appeal." The family unity theme was chosen both for "the important role it plays in the lives of Latina and multicultural moms while maintaining the resonance with the total market.," she said.
The approach on the multibrand program flows from what Kimberly-Clark has been doing with Huggies, Ms. Williams said. "We are saying there is no longer a general market as it existed 10 years ago. The general market today is Hispanic and African American [with multicultural families accounting for half of U.S. births]. So we really need to re-evaluate the definition of what is general market."
The brands involved all are either market leaders or have disproportionate strength in the Hispanic market, Ms. Williams said.
Radio was chosen both because it has a lot of strength with Hispanic families and offers a strong return on investment, she said, as demonstrated by recent research by Nielsen Catalina Solutions.
Agencies on the project include LatinWorks, Austin, which handled the digital and radio advertising; Mass Hispanic, Miami, and Geometry Global, Chicago, on shopper marketing; Ketchum, Chicago, on PR, and Mindshare, New York, on media planning and buying.