Kimberly-Clark has partnered with Wal-Mart Stores and publisher Meredith Corp. to promote Huggies Convertible diaper-pants.
|In-store and print
offers court moms
The Fit ‘n Fun program targets moms of children 12 months to three years—the prime audience for Convertibles, launched in 2003 as an extension of Huggies’ core diaper business. Kimberly-Clark added a second size to Convertibles last spring.
A Fit ‘n Fun insert in November and December issues of Meredith’s American Baby and Better Homes and Gardens carries play activities for young families and coupons from Huggies and My Gym, a chain of 133 franchised children’s play and fitness centers. The magazines’ Web sites will host a Fit ‘n Fun resource guide that links to Huggies.com.
American Baby and Better Homes and Gardens bring Fun ‘n Fit demostration areas to 200 Wal-Mart stores, with activities for parents and young kids. Shoppers who attend a Huggies Convertibles demonstration get a Fit ‘n Fun activity card.
Lastly, a Fit ‘n Fun exhibit at Meredith’s family expo, American Baby Faire, lets MyGym instructors lead parents and babies through creative activities and exercises. The expo takes place in Chicago Nov. 6-7 and Edison, NJ, Nov. 13-14.
The American Baby Group of Des Moines, IA-based Meredith coordinated the effort.