Los Atrapaestornudos grows Kleenex Facial Tissue share among Hispanic Community.

Dubbed, “Los Atrapaestornudos” – or Sneeze Catchers, in English – the Spanish-language campaign enlisted school-age Latino children during the cold-and-flu season (January through March), to persuade their moms of the benefits of using Kleenex Facial Tissue with Sneeze Shield, a proprietary technology that helps slow down the absorption process, helping keep the “wet stuff” off hands.

Motivated by the promise of receiving a free kit containing games and activities with tips on proper cold-related hygiene practices, thousands of children went online to become “certified” as official Kleenex brand “Sneeze Catchers”. The kit also included a Kleenex brand bag, T-shirt, cap, ID card, a Kleenex brand storage case, and an activity book.

The result: a more than 1 point market share gain among Hispanic consumers, according to Nielsen measured markets. That figure jumps to a more than 4 point market share gain in the four markets where the program focused most of its activity – Miami, Los Angeles, San Antonio and Houston.

“The program’s strong results proved our initial insight correct: that certifying children as Sneeze Catchers would be a powerful engagement mechanism for reaching Hispanic moms,” said Ken Champa, associate brand manager for Kleenex brand. “Given these results, we plan to continue to the program in 2012.”

Sneeze Catchers marked the first time the Kleenex brand has ever launched a full-scale Hispanic commercial program, encompassing Spanish-language creative, a significant network television buy, radio and digital components, and a sizable shopper marketing campaign, all supported by PR. A team of four agencies developed and executed the campaign: Austin-based Latin Works, New York-based MindShare, Miami-based MASS Hispanic Marketing and Hispania Public Relations, and Atlanta-based Studiocom.