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Kimberly-Clark calls new Cottonelle campaign its largest non-traditional marketing drive ever

BY Tara Smith

DALLAS Kimberly-Clark Corp. on Monday announced it is launching the largest non-traditional marketing campaign in its history to help drive further growth for its Cottonelle brand.

The campaign, “Be Kind to Your Behind,” debuts this month and integrates experiential marketing, branded Web sites, Internet advertising, bus and train station ads, in-store promotions, redesigned product packaging and public relations activities, as well as traditional TV and print advertising. In addition, the campaign will use the iconic Cottonelle puppy across all communications channels to embody the brand’s key benefits of soft, soothing comfort.

The campaign kicked off Monday in the United States and Canada and in March the company will roll out the Cottonelle Comfort Haven. The Haven features a puppy-themed bus that will travel to major metropolitan cities across North America with four themed comfort areas offering consumers access to massages, yoga and a sweepstakes promotion. Kimberly-Clark plans to launch the “Be Kind to Your Behind” campaign throughout Europe in the summer of 2008 under multiple brands, also using the iconic puppy.

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Fred’s Reier and Thompson to retire

BY Michael Johnsen

MEMPHIS, Tenn. Fred’s on Friday announced the retirement of both John Reier, president, and Gerald Thompson, executive vice president and chief operating officer, pursuant to the company’s management succession plan.

Both men had previously expressed their intentions to retire following the transition to a new company president, which occurred in September when Fred’s named Bruce Efird to that position.

“John and Jerry have made significant contributions to our strategies, operations and organizational structure, and we are grateful for their hard work and dedication to Fred’s, our business and the more than 10,000 Fred’s employees. We wish them all the best in their retirement years,” stated Michael Hayes, Fred’s chief executive officer.

“Collaborating with Bruce Efird over the past five months, John and Jerry have effected a smooth transition at the top of our management team,” Hayes added. “This progress positions Fred’s to continue the important initiatives underway that we believe provide a solid foundation for future growth.”

Fred’s operates 713 discount general merchandise stores mainly in the southeastern United States, including 24 franchised Fred’s stores. 

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Longs reports drop in same store sales

BY Doug Desjardins

WALNUT CREEK, Calif. Longs Drug reported a 1.5 percent drop in same store sales for December.

Total retail sales were up 0.7 percent to $529 million from the same period last year. Front-end sales were to blame for the drop, with sales declining 2.8 percent in the weeks leading up to Christmas.

Pharmacy sales for the 510-store chain were up 0.2 percent for the month.

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