Viva(R) Towels Wins Bronze Effie with help from Studiocom
2013 Bronze Effie Awarded for "Viva® Towels Take a Stand with Mike Rowe" commercial program.
- Atlanta, GA (1888PressRelease) May 25, 2013 - For the second consecutive year, Studiocom and Kimberly-Clark have won a Bronze Effie, awarded for the most effective marketing efforts in North America. Working alongside a multi-agency team including TRIS3CT, OgilvyAction and Mindshare, the group won for its Viva® Towels "Take a Stand with Mike Rowe" campaign, featuring the former host of Discovery Channel's "Dirty Jobs."
"Studiocom has created spectacular experiences that generated significant business results over our four-year partnership with Kimberly-Clark," said Chris Edmondson, Co-President and Chief Client Officer at Studiocom. "This is the second Effie in as many years for Studiocom and Kimberly-Clark. At last year's event, Kleenex® won Bronze for the 'Softness Worth Sharing' campaign. We are so proud of our shared success with Kimberly-Clark and the Kleenex® and Viva® brands in such a competitive consumer packaged goods category."
The agency team found a way to make Viva® Towels shine, and gave consumers an exciting retail experience using Mike Rowe's image in FSIs, in-store creative and on special packages. With Mike Rowe helping to educate retailers about Viva® Towels, Studiocom - in charge of all digital efforts - was able to further their relationship with Walmart by creating an exclusive promotion to benefit the mikeroweWORKS Foundation. In tandem with retail, Studiocom was tasked with the implementation of a microsite, allowing consumers to nominate friends and family with particularly tough jobs for a chance to win a trip to San Francisco and meet Mike Rowe in person. This online activation was integral in allowing user participation in the campaign, ultimately helping lift brand affinity.
As a result of these efforts and more, Viva® Towels saw wins in three key areas: increased shelf presence at key retailers, share gains in the competitive paper category and penetration lifts among its key targets. This success warranted Viva® Brand's 2013 Bronze Effie in the Household Supplies and Service Category.
About Viva® Brand
Viva® Towels are soft and strong like cloth, and uniquely different from other paper towels. For more information, visit www.vivatowels.com.
About Kimberly-Clark
Kimberly-Clark (NYSE: KMB) and its well-known global brands are an indispensable part of life for people in more than 175 countries. Every day, nearly a quarter of the world's population trust K-C's brands and the solutions they provide to enhance their health, hygiene and well-being. With brands such as Kleenex, Scott, Huggies, Pull-Ups, Kotex and Depend, Kimberly-Clark holds the No. 1 or No. 2 share position in more than 80 countries. To keep up with the latest K-C news and to learn more about the company's 141-year history of innovation, visit www.kimberly-clark.com or follow us on Facebook or Twitter.
About Studiocom
Studiocom is a full-service agency for digital times with offices in Atlanta, Boston, Chicago and Bogotá. We create experiences that connect people and brands. Its clients include Coca-Cola, Kleenex, Viva, Colgate, Xerox, Dunkin' Donuts, Purina, Citizens Bank and more. Studiocom is part of the VML Network within WPP Group. For more information, visit www.studiocom.com or find us on Twitter: ( @ ) studiocom dot
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