Kimberly-Clark is launching a major promotion campaign in support of DARE (Drug Abuse Resistance Education) through product purchases and radio advertisements. This marks DARE's first corporate sponsorship and shows that everyday low pricing strategies can still incorporate large promotions. The program will run for four weeks starting September 7th and will generate donations through Kimberly-Clark product sales to fund DARE handbooks and local programs. It utilizes split radio advertisements between DARE messages and participating retailer promotions.

1. K-C Dares to Launch a Cause Tie-in chandising program that brings tile national
promotion to the local level by providing re-
Promotion Thrives Amid EDLP Strategy tailers with free radio spots in return for per-
formance guarantees.
By Merry J. Smith Working with Area Marketing Associ-
ates, New York, Kimberly-Clark created
NEENAIl, WI - Kimberly-Clark is proving split-60 radio spots in which the first 30 sec-
that EDLP, or value-pricing, doesn’t have to onds introduce DARE and give details of the
spell D-E-A-T-H for promotions. promotion and the second half is handed over
The giant personal care products manufac- to participating retailers in each market to
turer has embarked on a massive campaign in promote their own store specials orlType then -
support of DARE (Drug Abuse Resistance involvement with the promotion.
Education), a non-profit organization that The program "is a way for retailers to take
trains uniformed police officers to teach ele- ownership of the promotion and make it bet-
mentary school students how to say no to ter than what we delivered," commented
drugs, alcohol and tobacco. Wakefield.
The promotion breaks Sept. 7 and will run Kimberly-Clark breaks new ground with DARE Area Marketing has secured agreements
for four weeks, marking DARE’s first corpo- tie-in. with some 4(X) radio stations to support the
rate sponsorship. Through an FSI ad and ra- program with their own promotions - from
dio spots in some 76 markets, consumers will techniques such as coupons, rebates and live broadcasts from grade schools, to inter-
be informed that their purchases of Kimberly- others traditionally used in a high-low pric- views with police llicers, to on-air promo-
Clark brands - Huggies, Kleenex, Depends, ing environment would be significantly cut tional announcements. "Radio stations are
Pull-Ups, New Freedom and Kotex - will back in the world of EDLP. While this has generally happy to get involved with commit-
trigger company donations to fund the pro- happened to some extent with certain so- nity-oriented programs," said Area Morket-
duction and distribution of handbooks that called "EDLP brands," consumers’ and re- ing senior partner Jim Bonner.
DARE officers hand out to kids in class- tailers’ reliance on promotions has chal- A Sept. 19 FSI announcing the promotion
rooms. lenged value-pricing manufacturers to find will blanket the country and enable consum-
Kimberly-Clark made its much-publi- "smarter" ways to use high-low promotion ers in "non-promotion markets" to partici-
cized move to an every day low price strate- techniques. pate through an 800 number published in the
gy last year, which all but eliminated cou- Even in an EDLP environment "you still ad.
pons for its brands in favor of lower prices need a strong focal point for consumers and Kimberly-Clark will provide customized
across the board. Similar moves by other retailers to get behind," said Kimberly-Clark point-of-sale materials and also make addi-
companies, particularly Procter & Gamble, assistant promotion manager for corporate tional donations to local DARE programs in
which led the "value-pricing" movement, group events Scott Wakefield. In the DARE retailers’ names depending on the number of
fueled speculation that consumer promotion promotion, that focal point is a radio mer- cases ordered and products displayed. U
COMPANY INDEX
The fvllowinq coinpalues are mentioned editorially in this ln.StorcAdvctlising Inc . .................. ....... ....
__..-...._._..- ....- ..........._........ Reckilt & Cotntan
----
issue a/PROMO. Page munhers refer to the fir5r mention of
Incon Research
IntcraettveTdephoneCo..... ....... ...___..__...... ........... Robert Billet Promotiorts_.__._.._- ....22 RJR NabiscoReid. Inc.
. . . .............................................._......._.._ .....I9 Ryan Roy Group Promotion Agcncy
__ ...... _...... ..............
each compans’. ISLMarkcting......._.. ............................ 59 Rose Marie
ITTShcraton .......... Ross
Jericho Promotions......... ............ ....12 Partnership
ActMct)izz ........... ...... ..... _.. ....... ... ...... ...................... Jolly Time Pop Corn ....... _._.,. . . . . . . SarnpleAir .._ ---- .-..-....-.-.---.--.---.-----............_......
AksespA ,nociaics ................- ........- ............- ........ ........_......3 I Jordan McGrath ............. .................-....-.................._ Sampling
.............. .._........_.............._... . . . .19 Sent Lee Knit Products.-- -
....- ......._.......__..._
Advanced Promotion Technologies ................... ......_......._........ I Sara
Advolnc . ................................. .......................
Kathryn Belch. Inc...._......._.
coneSim1Yj3ricn._.....,,._....................... ....
American Frozen Foods
Kay.BceToyStnrcs .......
Kellogg Co .....
KendalIFuturo
............ .... ......
................... .....__.. ._
9
SSegarams -
cenaHamillon.......-..-...-.--
o(Arnctics__..------.--- ...._..._..9
..........._.._.._............................. ...._._...._ ........-. The Skiing Co.
.. ..... ._ ... ....
Arcs Marketing Assoc ........... .. _......... ........_........ ................... 6 Kintbcrly-Clark 6 Segmented Marketing Services
Arthur Andcacn&Cu ........_............_._............... Kodak
1305 Marketing ................... ..... ............................
I3ohb Enter nnient...........,..................._........_.,...........,.,_....9
KrztflGe,rersl Foods
M&MIMara _ .................. SmithKline Beechnun._____.__.-_-.....-.--*-.._._.__...................
.................,... ....._........_.._......._.._...,......i9 Soccer USA Partners ___._.__...-......______.____-...__....34
... ......... tO Snyder Communications
.M
l3tidli Knights............._..... ........ ....................... MarkctGmwthResourccs . . . . . . . . .
8syanFood .._....... ... .......... .... ............. .......... ......._.........l03
........... Marketing Force .........-.........................._..... Samar
Business Women Marketing Corp .................. __..............34 Marketing CorponirionofAtncrica ......... . _. . . . . Source Marketing
Cadbury 8eversgcs Inc .... .. _.._._..... ----------------- Marketplace Solutions .... . . . . . . . . . . . . . . . . . .
CampuuOirncnsion._ ..................................... MarkctSource ... .................. ..... .............,..... ......... .... The Sporting News
Cartoon Neiw,,rk .............. - .............. __..._...._..._..._......_.... 12 MasterCard International............... ........_..._......._.............46 SportsChatinel Amcnca..-
Catalina Marketing Corp . ............................. ................. I
Chevntki/Geo ............. . ..... ...........................................
McCracken BroolL ... .............. .............
- ................- ............................ _......_........_.... 19 SPOrSSLJnk SprinL ..---.-.--.-.-.--...----------’----.------ ...........49
Cltry’4erCorp.............._... ... ... ....- ....
Clurnx ...................... ..... _... ............. ............. ..........
24 McdiaOne ..... ...................
Mobile Marketing .........................
__....... ...._.._....9 Sprint TIeMrsiis Promotions Group ..__._.___.__._ ...27
........_-. ........ 36 Subway sandwichThe Strategic
Ctiu,rkSs’ta_......... ._........... .................. ModemMedia ...............- ....- ........... ............... -....._.....63
Cruws Brewing ............................... ............................. ....... _.._..63 MTV ........-...................-................. ............... Sullivan
DataDisplay ..................... ..................................
DUBt4eedham ....... .. .... .............. .........................
NBC . ................... ..........._.... . ......... ............_............ The Sunflower Group
.............
_...... _ . . . . . . Ta) International Ventures . . .Inc..........._............................_..j.
Marketing
Donaciley Marketing Joe ....... .......... ........................
NCH Promotional Services...
Nestle Chocolate Cnfctiottt ............ ....,...------
nt Time Inc. in’Store ._. _. .
TimeWarner............-.---.-.-.--.-..-----.--.---.._..._ 13
Electronic tfiuketing and Retail Cotntnunjcation.s Co. Ncws America FSi...._ . . . . . . . _.. . . . . . . . . . .
Equity Cotitmunicatittns. ... . . . . . . . . . ... ......................... _.. ........ 76 Ogil vy & Mather. . . . . _ . . . . . . . . . . . . . . . . . ..._..__......... 103 Transitions Opticait
Prdadt,n lnteruaucmal olFtx,thalI Associations .................. ... . . . 46
- .. l2
TimesMiffOrMagazines.....
llcishman..iIiIlard.................... ....... .. .. ...... . . .... ................ ...... . . . . 9 Pepperlot. .Associates. . .. .. -.. ................................................. ... ... ... ... .. .. .. .. . .
.. ... . .. . .
& .... - 10 Tu rner home
. . .and. . . . . ttandistn. . ................. .. . - .............. II) PPepsiCo Gamble. ........................... ............... ........ ...._...._ ............44 Walkers Crisps................_ .. - - - - - - -.__...-
36 ValassisCornntunicatioflslflc......._
I"s l’iu,us Film USA, . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59 Promotion &tcchanrcs....................- ................. . .
Licensing lvi
Fuji lt’u,t Beer ........- ............... ..................
Pizzal
rocter&
..................
VarnnrCusto,nlvIusic................-.----................._ .._, . .
-.. ------------
hurt Ice Cream ..................... . . . . . . . . . . . . . . . . . . . . . . . .. .. . . . . ...... Prr,rtrrtlirttctl Marketing live . . . . . . . . . - . . . . . . . . . . . . ..................36 VirtchcllS Stores................___.............. . . . . . . . . . ............... .. .. ..
iI ,n.lIIuitr,n co, ...... ...................... .............................................. Young&Rttbi -am ........ .... ..... ...
36
Rapp Collins Cttrn,rrntncatir,,rs . . . . . . . . . . . . . . . . . . . . - . . . . . . . . 2)) Zil(Cuutntuuicattt,ns ....................- ............
Rlr-l’urina....................................................-
lire i, I
6 PROMO: The hitetnntionol Maqniine for Promotion Mnr otinq .

2. Money Matters.
work with the tried-and-true tradi-
recycled paper stock in their annual tional production methods they’ve
reports, Feldman says. Despite a used for years.
Sometimes higher price tag than vir- "Right now,all of our design for
gin paper, the environmentally the Georgia-Pacific report is done
friendly stock is often chosen traditionally on boards," says
because of the message it sends to Sainata’s 1-lardy. "Our client still
the company’s stockholders. feels very comfortable working with
For example, 3M’s report was artboards. So, we do a lot of work
printed entirely on recycled paper. over the phone, and a lot of faxes
As a major producer of industrial, and overnight deliveries. When the
electronic and medicinal products, time is right, we will move to desk-
it was logical for 3M to stress its top with them, but for the time
commitment to environ-
mentally sound manufactur -
ing practices. In addition to
stating this in the editorial
portion of the report, anoth-
er obvious and very visible
way to achieve the same
result was to use recycled
stock and identify it as such
to the annual report’s read-
ers.
Another trend is the use
of desktop technology in the
design and production of
annual reports, Feldman
says. Many companies bid
out their annual report pro-
jects to design firms. This
was the case with both 3M
and Georgia-Pacific. How-
ever, for Aldus, designing
the report in house not only 341f, a manufacturer of electronic; industrial and
eliminated the need to hire medicinal products, printed its 1992 annual report
an outside vendor, which entirely on recycled paper.
"saves us a lot," Stewart says, it also being the traditional mode is com-
reflected directly upon the compa- fortable for both of us."
ny’s electronic design products. However, Feldman sees desktop
"People are going to look very technology becoming more the rule
closely at this piece because it was in the production of annual reports
designed with our products," which with each passing year. "Doing
include Aldus FreeHand, Page- away with traditional mechanicals
Maker, PhotoStyler and TrapWise, and supplying information on disk
she says. "We had to show that we or by modem has become more and
were aware of the trends in design more common over the past two
and to demonstrate the capabilities years," he explains. "There are some
of our products. It isn’t a flashy people out there who have been
piece, but its design had to be very using it to produce annual reports
strong. for the last five years or so, but its
Despite an increasing use of only started to flourish recently.
desktop technology by annual And from what I’ve seen, I fully
report designers, some companies, believe more people will be using it
including Georgia-Pacific, prefer to every year from now on."
30 Circle 21 For Free information PtJDUSHING & PRoouCrlor- Execunve SUTEMBER 1993