Kimberly-Clark has entered an exclusive partnership with NBC
Universal's iVillage Properties and GE Healthcare (GEHC) to provide in-hospital educational television programming to parents of newborn children. Under this agreement, K-C's Huggies brand will extend its category-exclusive sponsorship of iVillage Parenting Network's Newborn Channel to include GEHC's Patient Channel hospitals. The new partnership enables the Huggies brand to replace P&G's Pampers on The Patient Channel, positioning the brand as the exclusive sponsor in the diapers, baby wipes and toiletries categories.
"We are excited to serve as the baby care category-exclusive sponsor for The Newborn and Patient Channels. This sponsorship provides
K-C’s baby care business a great opportunity to engage and
interact with new parents for an extended period of time in an
uncluttered environment with no competitors," said Hedy Lukas, director of Integrated Marketing Communications. “The partnership between Kimberly-Clark, NBC Universal's iVillage Properties and GE Healthcare is a great example of how K-C, under its Global Business Plan initiatives, will invest in innovative and strategic advertising and marketing opportunities to further build its brands and extend K-C's leadership position among customers, shoppers and users."