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Kleenex with Lotion sampling campaign extended

BY Michael Johnsen

DALLAS Kimberly-Clark earlier this month extended its Kleenex with Lotion sampling campaign through March 22 to malls in 10 cities.

The campaign initially kicked off in September 2008, representing the company’s largest consumer sampling effort in the history of the Kleenex brand to support the roll out of its next-generation Kleenex with Lotion, a facial tissue that offers improvement in softness and strength and that is more soothing to consumers than other tissue offerings, the company stated.

Beginning in January, as part of the next phase of the consumer sampling program, the Kleenex brand will launch an experiential marketing initiative – the Kleenex Lotion Feelspace, in regional shopping mall centers.

Each weekend, the Kleenex with Lotion Feelspace environment will extend through a different retail center from floor to ceiling, in three different ways:

? The Anchor Experience – a 20 foot by 20 foot environment where consumers are encouraged to wander in and touch and feel different soft surfaces, which will include a 42-inch digital touch screen interaction;?  Satellite Experiences – a 2 foot by 2 foot manned station with product placed in highly visible/trafficked areas where consumers will be encouraged to touch and feel the soothing difference in the Kleenex with Lotion product and talk to Kleenex representatives; and? Ambient/In-life Media Experiences – window clings and floor graphics in malls to direct consumers to the Feelspace booth, as well as branded iPhone applications available on Apple iTunes Store as a free download to extend the experience.

Three staffers will tour with the exhibits and 12 will be hired on a market-by-market basis to man the exhibits. Kleenex Facial Tissue with Lotion was first introduced this fall in late September.

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Study: 13% of Americans aged 20 and over have diabetes

BY Alaric DeArment

NEW YORK Almost 13% of Americans aged 20 and older have diabetes, according to a new study.

Of those, 40% have been diagnosed, which is more than previous studies indicated, but the number of undiagnosed patients has remained flat, according to the study, published in the February issue of Diabetes Care.

The study was based on a national survey of more than 7,000 patients aged 12 and older interviewed between 2005 and 2006. The researchers compared the data to data gathered between 1988 an 1994.

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CVS/pharmacy holds 2nd annual ‘For All the Ways You Care’ contest

BY Antoinette Alexander

WOONSOCKET, R.I. CVS/pharmacy has announced that it is holding its second annual “For All the Ways You Care” contest created as a way to celebrate and honor caregivers nationwide.

“CVS/pharmacy is committed to caring for women and those they care for. We are pleased to see the For All the Ways You Care community continues to grow as people exchange stories and discuss all aspects of caregiving,” stated Rob Price, SVP, marketing and advertising for CVS/pharmacy. “Thousands of stories have been shared on ForAllTheWaysYouCare.com since it launched last year, and we continue to be truly amazed by the selfless devotion demonstrated by so many caregivers.”

The site is a growing community that serves as forum for people to share a story about someone who has touched their life or how they personally have touched another’s.

For the stories submitted between Oct. 5, 2008 and March 1, 2009, CVS/pharmacy and a panel of judges will select a group of finalists and ultimately a grand-prize winner whose stories best represent a nurturing spirit and dedication to others. The finalists will be honored for their inspirational stories at a luncheon and luxury weekend in New York City in May. In addition, nine finalists will each receive $10,000 and the grand-prize winner will receive $25,000 from CVS/pharmacy.

Panelists include Lee Woodruff, author and wife of ABC News correspondent Bob Woodruff; Dr. Roseanna Means, founder of Women of Means, a program of volunteer doctors who provide free medical care to homeless women and children; Tina Sharkey, BabyCenter chairman and global president; and Rosemary Ellis, Good Housekeeping editor-in-chief. Panelists will post their own personal caregiving stories on the Web site.

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