Kimberly-Clark Launches Online Network for Parents

Posted on April 19, 2000

Kimberly-Clark Corporation has announced the launch of parentstages.com -- an online network for parents. The parentstages.com network is comprised of leading online partners like iVillage.com.

``In essence, parentstages.com is a virtual compass that helps busy parents quickly navigate their way through the wealth of parenting information available on the Web,'' said Kathi Seifert, executive vice president of Kimberly-Clark. ``Working in partnership with a number of leading online content providers, parentstages.com puts consumers in touch with credible and useful information that allows them to make well-informed decisions. It marks the first time a wide range of parenting information from independent, unbiased sources has been collected into a single site.''

Parentstages.com is aimed at couples who are expecting through parents of 12 year olds. It is organized into three channels: ``Expecting,'' ``New Parent'' and ` `Savvy Parent.'' Core subject categories include parenting, health, women and finance. The network of online partners and strategic alliances is expected to expand as additional online partners join.

Until now most packaged goods companies' Internet presence consisted of developing a content website, creating big-ticket sponsorships or buying banner ads. ``With parentstages.com, we are establishing true partnerships, as opposed to simply buying banner ads and being a paying passenger on someone else's site,'' Ms. Seifert said. ``The network sets a new standard in marketing and building strong affinity for our brands.''

The concept for parentstages.com is rooted in a challenge Kimberly-Clark presented to its long-time advertising agency Ogilvy & Mather to find a way to help the manufacturer leverage its strong consumer brands to better reach consumers online. Ogilvy & Mather recommended that, rather than developing content, Kimberly-Clark focus on creating a context in which parents or anyone involved in raising children can easily find relevant information.

``It is our belief that unless publishing is - or is slated to become - a company's primary business, it is better for manufacturers like Kimberly-Clark to place themselves in the relevant context rather than try to create content from scratch,'' said Mark Nathanson, Account Director at OgilvyOne.