Kimberly-Clark Rolls Spanish-language Campaign for Scott

DALLAS -- Kimberly-Clark Corp. (K-C) and New York-based multicultural communications industry MosaicaMD have launched the first Spanish-language advertising campaign for the Scott brand of toilet tissue, boosting the CPG company's investment in strategic advertising and marketing to Hispanics.

The campaign will air in key Hispanic markets across the country on Univision Radio. Two 60-second spots, "Long Lasting," in support of Scott 1000 bath tissue, and "Decisions," for Scott Extra Soft bath tissue, began airing last week.

"As a global billion-dollar brand, it is extremely important for us to communicate the qualities Scott brand offers that address the needs of the Hispanic market," said Kimberly-Clark advertising development manager Jody Douglas in a statement. "As research shows, this market already holds the Scott brand in high esteem and wants to make the best purchasing decisions for their families."

MosaicaMD also provides multicultural marketing expertise, including strategy and creative, to such clients as Unilever/Bestfoods, Johnson & Johnson, and Citibank.
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