Kimberly-Clark Targets Hockey Moms

Kimberly-Clark and the National Hockey League have renewed and expanded their multi-year partnership in North America.

“Kimberly-Clark is a recognized corporate leader with a massive audience of loyal consumers, and we’re certainly looking forward to a renewed partnership for another two years,” says David Lehanski, senior vice president of integrated sales, the NHL. “Through our activations together, we hope to establish an even closer connection between our brands and the quality products that so many people already enjoy.”

The health and hygiene brand recently launched the Home Team Advantage retail activation program in Canada featuring a portfolio of brands including Cottonelle, Huggies, Kleenex, Scott and Pull-ups.

The program targets hockey moms by rewarding shoppers with an NHL team-branded premium with a minimum purchase of Kimberly-Clark products at select retailers.

“Moms are the primary purchaser of our portfolio of brands and are a very important demographic for us,” says Paul Scott, senior brand planning manager, Kimberly-Clark. “Whether she is an avid hockey fan, casual participant or family supporter, our program is targeted at hockey moms in a shopping environment. The program allows her the opportunity to get hockey-related gear representing her family’s home team.”