March 19th, 2008
A Meet-Up, Brought to You by Huggies
By Stuart Elliot
The New York Times
The company whose tissue brand “pops up one at a time,” as the old ad slogan proclaimed, is popping up on a leading social networking site. The Kimberly-Clark Corporation, the maker of Kleenex tissues, is joining forces with Meetup for an initiative sponsored by the company’s baby brands, like Huggies and Pull-Ups. The effort, aimed at mothers of young children, represents Meetup’s first foray into sponsorship. The site is known as a facilitator of offline meetings of computer users who share interests like politics or parenthood.