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Kimberly-Clark Goes Back-to-School with Sweeps


Amy Johannes


July 7, 2008

The start of school may be several weeks off, but Kimberly-Clark hopes parents get in the back-to-school-mindset with an online sweepstakes it launched tied to the Box Tops for Education program.

The “Rock Your School Sweepstakes” gives parents of children in grade K-8 a chance to win 100,000 Bonus Box Tops, the equivalent of $10,000, and a concert featuring Radio Disney star Jordan Pruitt. People can enter online daily at or by mail through Sept. 15 for a shot at the grand-prize. One hundred winners will receive 1,000 Bonus Box Tops, equivalent to $100 for their child’s school. Other prizes include Jordan Pruitt CDs.

“We wanted to provide a really hot consumer promotion with something that is exciting and attractive to customers,” Laura Keely, director of consumer promotion marketing for Kimberly-Clark, said.

The Bonus Box Top points can be used to buy a variety of school-related supplies, including computers, library books, art supplies, playground equipment and more. The grand prize is enough to buy a school a moving cart with 20 wireless-enabled laptop computers, enough No. 2 pencils to stretch the length of 145 football fields, or a class trip for 20 from Los Angeles to Washington, D.C, including airfare, hotel and admission to the Smithsonian.

General Mills administers the Box Tops for Education, which allows schools to receive money in exchange for proof-of-purchase of certain products. The program has been ongoing for 10 years. Kimberly-Clark became active in it for the last two years, Keely said. Last year, the firm contributed more than $4 million to American schools as part of the effort.

Parents can also earn Box Top points by buying participating products, such as Huggies Diapers, Cottonelle Toilet Paper, Depend Underwear, Kleenex Facial Tissue, Scott Paper Towels and Bath Tissue, Kotex products and more.

The promotion is being marketed through in-store displays, signage and online.
TracyLocke is developed the program elements and handles customized retail execution, while Malone is charge of executing programs for its retail customers. Ketchum oversees PR efforts.





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