Kimberly-Clark Corp. is counting on "Cars 2" to be a huge sales driver this summer, backing the film with its biggest multibrand retail-marketing program in eight years.
The company's global marketing push behind the June 2 Disney-Pixar release, which the studio bills as its biggest animated feature release ever, encompasses six of K-C's diaper, tissue and towel brands. The effort is one of a growing number of "scale" events in which packaged-goods marketers combine multiple brands behind entertainment and sports properties in hopes of capturing the attention of major retailers. In other words, the war in the store is increasingly starting at the movie theater or the stadium.
"We look at multibrand really from a retail and shopper-marketing perspective," said Enterprise Integrated Marketing Planning Director Deborah Hannah, who said this is the largest program she has been involved in during her nearly eight years at K-C. "It's much more powerful if we can go with a proposition that says we're going to be about 'Cars 2' and we've got a lot of brands participating and can really build basket size, trips, etc."
The "Cars 2" tie-in has had more appeal than usual, she said, with 22 retail chains participating. That reflects more buy-in by regional players beyond big national players such as Walmart, Target and Kroger Co., which are usually the main players in such promotions, she said.
K-C also is extending the program globally with similar efforts behind the simultaneous launch of "Cars 2" in Latin America, Europe, South Africa and Australia.