Kimberly-Clark's Viva Tackles 'Dirty Jobs'

Neenah, Wis. — Using research that shows consumers prefer paper towels with heavier consistency, which translates to better absorbency and more durability, Kimberly-Clark set out to show that its Viva paper towels are strong enough to clean up a big mess.Enter spokesperson Mike Rowe, host of Discovery Channel's "Dirty Jobs." K-C launched a campaign that used TV spots to show Rowe covered in dirt and showcase Viva's ability to clean up even after guys like him. The company presented "Mike Rowe Knows Dirt, Viva Knows Clean" and "Grab a roll and grasp the difference" taglines in 15- and 30-second TV spots that played on Vivatowels.com and the Viva towels Facebook page.In 2010, a preliminary campaign discussed these absorbency and durability product attributes to initiate awareness. "For 2011, we wanted to look at ways to evolve that message and create a unique way to discuss the product's design," says brand manager Geoff Golub. "That's when Mike came up.""Viva offers a unique design for the towel category," says Golub. "It's a much denser roll, packed with fibers and heavier than standard rolls, so you can feel the difference. We hadn't emphasized that in the past, and we realized it gave us great potential to bring the brand to life."In evaluating Rowe's potential, marketers found that he had strong awareness with men and women. "That universal appeal is pretty unique for the category," Golub says. The target audience remains moms, he adds, but being able to expand the product's appeal offers more opportunities.The spots feature Rowe and his actual parents, who chase after him to clean up. Rowe's persona as an inquisitive guy who makes messes ties into him wanting to learn more about Viva. "The situations are very real and capturing that with Mike's parents creates a unique element that adds a human aspect to what Viva is all about," says Golub.Shelf talkers and aisle violators called out the Rowe connection. Participating retailers included Walmart, Target, Kroger, Walgreens, Safeway and Dollar General. "Our goal is to use a variety of media to encourage consumers to go to the store shelf and see for themselves," Golub says.After the launch, K-C plans additional digital concepts as well as individual promotions with retailers for fall 2011. Tris3ct, Chicago, handled the program's strategy and production."There will be an evolution to the programming with Mike and his parents, and we're now working on how to bring that to life in the future," Golub says. "We're very excited about getting our unique product-design message out and about creating this relationship with Mike and the product. We hope to change the perception of the towel category."

Kimberly-Clark's Viva Tackles 'Dirty Jobs'

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