The Latina mom is the healthcare gatekeeper of the family. Hispanic households have more children, and many parents are not compensated when out of work, so a child’s sick day can be very costly. Health concerns drive Latina moms to take proactive measures. But culturally they often prefer products with multiple uses. Mindful of cost, many Latinos are blowing their noses with handkerchiefs, napkins and even toilet paper and do not see the inherent value in tissue.
Kleenex needed to convince Latina moms that using facial tissue, and specifically the Kleenex brand with the proprietary Sneeze Shield, is the best way to contain a sneeze, and keep illness at bay. Insights used to create the promotion included the fact that less-acculturated Hispanic Moms often learn about U.S. customs from their kids, and that when shopping, Mom highly values helpful information, while wanting the information to entertain both her and her family.
Developed with MASS Hispanic, the “Atrapa-Estornudos” campaign applied these insights to provide important functional and emotional reasons for her to purchase tissues to safeguard her family’s health. To recruit and teach moms, and her important influencers – her kids – about the benefits of the facial tissue category, specifically the Kleenex brand with Sneeze Shield, MASS Hispanic used a fun, educational message about proper hygiene during cold/flu season, and enlisted the help of the audience “to stop and contain the sneeze!” by becoming Kleenex Certified “Sneeze-Catchers” or “Atrapa-Estornudos.”
Moms and kids were provided with the information and tools to help themselves, their families and their classrooms catch sneezes with Kleenex brand Sneeze Shield everywhere they go, helping to keep the germs off their hands. They were also encouraged to reach out to their communities to recruit others.
Sneeze-Catcher certification occurred online and face-to-face at school/lifestyle intercepts, as well as a heavy presence at retailers like Walmart, Family Dollar, Safeway, H-E-B, Publix and Kroger/Food4Less.
Prospective Sneeze-Catchers took a web (at home) or iPad (at events) certification quiz, testing their sneeze-catching prowess. They then received cinch backpacks containing T-shirts/ball caps, membership cards, activity books, and belt loop tissue holders, and were invited to enter a sweepstakes for an expense-paid trip to an Orlando park.
Media included TV, radio, digital, PR and social media. In store, moms and kids experienced demonstrations, coupons, trial, bilingual POS displays and direct to home coupons and trial.
The promotion drove a 3.7% increase in Kleenex tissue sales among the target audience. Coupons in a Hispanic FSI were redeemed at six times the historic average and almost 109,000 Sneeze Catcher certifications were filled out.