• May 14, 2009

Kimberly-Clark's Huggies and Pull-Ups brands launched Mother's Day programs last week as part of a Hispanic campaign. The effort includes a free book of culturally relevant parenting tips and children's stories and a bilingual rewards program -- "Sube A Bordo y Gana" -- that offers chances to earn rewards and win instant prizes.

The new book, Consejos de Mamá a Mamá, contains parenting tips submitted by more than 14,000 Latina moms from around the country between September and November 2008. It is available free of charge at participating stores. Moms can also sign up at www.SubeABordoyGana.com for the rewards program, and be eligible to win a one year's supply of Huggies brand diapers given away by the brand every day for the remainder of the year.

The Pull-Ups brand debuted "Potty Quebradita," a Hispanic version of the Pull-Ups brand Potty Dance. --Karl Greenberg