Kimberly-Clark and the National Hockey League have renewed and enhanced their multiyear partnership in North America. In Canada, K-C launched its Home Team Advantage retail activation program this season with participation by their portfolio of brands including Cottonelle, Huggies, Kleenex, Scott and Pull-ups.
Home Team Advantage is a Canadian shopper marketing program designed to leverage the power of the NHL by targeting hockey moms. Through March 2014, shoppers will be rewarded with an NHL team-branded premium with a minimum purchase of Kimberly-Clark products at select local retailers.
“In Canada, hockey is embedded into everyday culture and lifestyle,” said Brian Goldstine, VP and country manager, Canada at Kimberly-Clark. “The National Hockey League has some of the most passionate and loyal fans in the world. Our partnership with the NHL provides Kimberly-Clark the opportunity to offer the Home Team Advantage program to Canadian hockey moms.”
While moms are the primary consumers of Kimberly-Clark products they are also a vital segment of NHL fans in North America, a demographic that is critical to the connection of the two brands.
“Moms are the primary purchaser of our portfolio of brands and are a very important demographic for us,” said Paul Scott, Kimberly-Clark’s senior brand planning manager. “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. It’s a great way for mom to ‘win’ at home.”
“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,” said David Lehanski, the NHL’s SVP of integrated sales. “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.”