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NHL and Kimberly-Clark target “hockey moms” with extended deal

Personal care products manufacturer Kimberly-Clark and ice hockey league the NHL have announced a renewed and enhanced multi-year partnership across North America.

As part of the renewal, Kimberly-Clark has launched its Home Team Advantage retail activation programme in Canada, which features a range of participating brands from its portfolio including Cottonelle, Huggies and Kleenex.

Designed to target “hockey moms”, Home Team Advantage will reward shoppers purchasing a minimum amount of Kimberly-Clark products with an NHL team-branded premium through March 2014.

“Moms are the primary purchaser of our portfolio of brands and are a very important demographic for us,” Paul Scott, Kimberly-Clark’s senior brand planning manager, said.

“Whether she is an avid hockey fan, casual participant or family supporter, our program is targeted at hockey moms in a shopping environment.”