Kimberly-Clark Corp. has introduced the Cottonelle for Kids product line, calling it the first-ever combined dry bath tissue and moist wipes system for youngsters. The launch is supported by a multi-million dollar ad and promotion campaign, one of the brands largest initiatives that will run this year.
The new products are designed to help parents teach their kids ages four to nine good bathroom and hygiene habits, the company said.
The packaging incorporates the brand’s iconic yellow Labrador puppy in a pop-up tub. The product has “show-me-where-to-tear” graphics that help kids use the right amount of tissue. It comes in six designs, all featuring puppies, with paw prints on the rolls, which lead kids to an image of the Cottonelle puppy on every fifth sheet of tissue. The bath tissue comes in four-, six- and 12-packs, and consists of 2-ply, double rolls.
The wipes dispense one-wipe-at-a-time, have a watermelon scent and are flushable. The wipes are available in a 42-sheet tub, and 84-sheet refill package.
Proprietary research conducted by Kimberly-Clark found that of more than 600 parents, almost 60% said their four-to-nine year olds use too much bath tissue and moist wipes when going to the bathroom.
“More than half of the parents we surveyed said they needed help teaching their kids how much bath tissue and moist wipes to use,” said Steve Kalmanson, group president, Kimberly-Clark North Atlantic Consumer Products, in a statement. “Based on these initial responses, we expect the new Cottonelle for Kids system to be well-received and to enhance the brand’s position in the premium bath tissue category.”
A trial kit includes both the bath tissue and wipes and will be offered for a limited time.
The products are on shelf at Albertsons, Kroeger’s and Target and will continue to be rolled out to other retailers this month, said Joey Mooring, a spokesperson for Kimberly-Clark.
Suggested retail pricing for the bath tissue is $3.19 for the four-pack, $4.49 for the six-pack and $7.99 for the 12-pack. For the flushable moist wipes, suggested retail pricing is $2.79 for the tub and $3.89 for the refill package.
The marketing campaign, set to break next month, includes a 30-second TV spot to run on programs that moms watch, as well as those watched by both moms and kids, print ads in mom’s and parenting magazines, online banners, in-store displays and FSIs, Mooring said.
Cottonelle shows off the new line with colorful graphics, information on the products and plenty of “puppy stuff” like downloadable drawings that can be colored and puppy games and wallpaper. The site also offers opportunities to sign up for a newsletter, join the Puppy Points Loyalty Program or download coupons.