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Kimberly-Clark rolls out Scott Naturals

BY Allison Cerra

DALLAS Kimberly-Clark Corp. announced the national launch of Scott Naturals — a family of bath tissue, towels, napkins and flushable wipes products that deliver quality, performance and environmental benefits at a competitive price.

Scott Naturals bath tissue, towels and napkins contain a blend of recycled and virgin fiber – 40% recycled fiber in bath tissue, 60% in towels, and 80% in napkins.  The 2-ply bath tissue delivers the softness consumers expect from the Scott brand, while the towels feature fast-absorbing ridges that soak up spills and get the job done right. The flushable wipes are made with natural Aloe Vera and 100% of fibers derived from sustainable resources.

“The lower quality and higher price perceptions of products containing recycled fiber has limited consumer acceptance,” said Erik Seidel, Scott brand director. “Scott Naturals bath tissue, towels, napkins and flushable wipes are made using proprietary technologies that enable K-C to deliver high performance, quality, and value consumers expect from the trusted Scott brand.”

To support the nationwide roll-out of these products, K-C will launch a marketing campaign that includes the Scott Naturals brand providing “green’” home improvement tips in a web video series hosted by Kahi Lee, interior designer from the cable network show Design on a Dime. The video series can be seen on the Scott Common Sense Web site and other online video networks.

Additional elements of the campaign include print advertising in upcoming “green’” issues of consumer magazines, high-value coupons, billboard sponsorships on HGTV and HGTV.com, targeted online social networking and blogger outreach, experiential marketing and public relations activities.

The Scott Naturals products will be widely available at major North American retail locations in mid-April. For more information on the Scott Naturals products, visit www.scottcommonsense.com/naturals.

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Pepsi, Yankees continue partnership in new baseball season, stadium

BY Allison Cerra

PURCHASE, N.Y. The Yankees are not only moving to a new stadium this season, they’re also refreshing their beverage lineup in a partnership with PepsiCo.

 As part of the agreement, Pepsi is the official soft drink of the Yankees, while Gatorade is the team’s Official Sports Drink.

“The Yankees arguably are the most recognizable baseball club in the world and we are thrilled to join them in embarking on a new era. It’s a whole new ballgame,” said Dave Burwick, SVP and CMO, PepsiCo North America Beverages. “This is going to be an exciting season and Yankee Stadium will provide the perfect backdrop to the start of our partnership with the Yankees and their fans.”

The multi-year deal between the Yankees and PepsiCo includes Pepsi-branding on in-Stadium signage, on fountain soda cups, and on all cup holders affixed to the field level seats. In addition, Gatorade “hydration stations” will be located in the dugouts and the bullpens; providing branded cups, coolers, ice chests and towels for the Yankees and visiting teams. The PepsiCo beverages that will be available to Yankees fans in the Stadium include Pepsi, Diet Pepsi, Gatorade, Mountain Dew, Sierra Mist, Lipton Tea and Tropicana Lemonade.

“We are very excited about our partnership with PepsiCo. It is a fully integrated relationship — from concessions sales and prominent signage to promotional rights and premium hospitality,” said Michael J. Tusiani, New York Yankees SVP corporate sales and sponsorships.

To celebrate the start of the partnership, the Pepsi Spotter Program is currently rewarding Pepsi and Yankees fans for their support. Pepsi is blitzing the New York market, through April 8, in a van that is visiting high-traffic locations within the tri-state area. Fans spotted wearing Yankees gear and consuming Pepsi are being rewarded with Yankees exhibition game tickets, regular season tickets and team merchandise.

This partnership extends an ongoing relationship between Pepsi and Major League Baseball. Pepsi has been the Official Soft Drink of Major League Baseball since 1997.

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Sierra Mist rolls out new flavor

BY Allison Cerra

PURCHASE, N.Y. A sweet ray of sunshine is coming to the beverage aisle this spring in the form of Sierra Mist Ruby Splash, a new ruby grapefruit-flavored line extension of PepsiCo’s lemon-lime soft drink portfolio.

Currently available in retail stores nationwide, this marks the first new flavor from Sierra Mist that will be available year-round.

“Sierra Mist Ruby Splash is a delicious and refreshing blend of the lemon-lime taste that consumers love with a splash of ruby grapefruit,” said Kristina Mangelsdorf, director of marketing, Flavors, Pepsi-Cola North America Beverages. “This combination of citrus flavors is so uplifting, it tastes like liquid sunshine in a bottle.”

Sierra Mist has enjoyed success with other flavored line extensions, including Lemon Squeeze in the summer of 2006, Undercover Orange in the summer of 2007 and Sierra Mist Cranberry Splash, which has been offered for a limited time over the past three holiday seasons.

Sierra Mist Ruby Splash is offered in regular and diet versions of 20-ounce bottles, 2-liter bottles and 12-packs of 12-ounce cans. It will be supported by a full slate of TV, radio and digital advertising, highlighted by the tagline, “It’s Liquid Sunshine.”

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