K-C is doing its biggest multibrand retail-marketing program in eight years with "Cars 2." The push behind the film, which premiers June 2, brings in six K-C diaper, tissue and towel brands. The
company's effort is representative of how multi-brand companies are putting a range of products behind sports, films and other entertainment events. While the effort is global, in the U.S. the company
will have in-cinema ads, a national coupon drop in newspapers, direct mail, ads on Walmart's in-store TV, and social media elements. There will also be a promotion that puts 3-D glasses in Kleenex
packages. The glasses let consumers view an online e-book on Disney's site.
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