MIKE ROWE AND HIS PARENTS JOIN VIVA BRAND TOWELS TO TACKLE TOUGH MESSES
The Host of Discovery Channel’s Emmy®-Nominated Series Dirty Jobs Partners with Viva Brand Towels on New Marketing Campaign
DALLAS, February 14, 2011 – Mike Rowe knows dirt, and Viva brand towels know clean. This is the juxtaposition that makes the host of Discovery Channel’s Emmy®-nominated series Dirty Jobs a great fit with the integrated marketing campaign debuting for Viva brand towels. The campaign will showcase Mike Rowe in his dirty element, showing how Viva brand towels can handle his tough messes.
In the television execution of the campaign, Mike’s parents are featured in a “homecoming” scenario, using Viva brand towels as their go-to solution for Mike’s dirty messes.
“Featuring Mr. Rowe’s parents in a national campaign is a first,” said Geoffrey Golub, Viva brand manager. “No one knows better how to clean up after Mike than his parents, and in reality they are loyal Viva brand towel users.”
Developed by Kimberly-Clark with its Viva brand agency of record - Trisect, the campaign inspires consumers to try a Viva brand towel roll for themselves and grasp the unquilted difference of the fiber-packed, concentrated roll.
“Mike Rowe is the perfect partner for us to showcase our unique product design – begging the question, if Viva brand can handle Mike Rowe’s messes, just think of what it can do in your home,” said Golub.
"To be honest, I was surprised to get the call. I'm not exactly known for my commitment to cleanliness or my devotion to paper towels,” said Mike Rowe. “But the concept for the spot was really clever and frighteningly authentic. And the chance to get chased around on camera by my actual parents was frankly, irresistible."
Airing from Feb. 14 to May 31, 2011, the television advertisement will run on both cable and national networks on a variety of shows including “The Today Show,” “Late Show with David Letterman” and “Top Chef.” The integrated marketing effort also includes FSI's, retail shelf talks and online components including the branded website and social media efforts such as Facebook.
The partnership between Kimberly-Clark’s Viva brand towels and Mike Rowe includes a shared commitment to celebrating and supporting men and women in skilled trades, something Mike has been doing around his website, mikeroweWORKS.com. Kimberly-Clark has already shown their commitment to his cause, by making a donation in 2010 to the mikeroweWORKS Foundation.
About Viva brand towels and Kimberly-Clark
Viva brand towels are soft and strong like cloth, and uniquely different from other paper towels. For more information, visit www.vivatowels.com.
Kimberly-Clark and its well-known global brands are an indispensable part of life for people in more than 150 countries. Every day, 1.3 billion people - nearly a quarter of the world's population - trust K-C 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 139-year history of innovation, visit www.Kimberly-Clark.com.
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