TvPromo International launches promotional campaign for Charmin Ultra.

TvPromo International launched a consumer promotional execution for the toilet paper, Charmin, in Miami FL, focusing on the US Hispanic Passionate – Switchers. The promotional campaign communicates key benefits of superior absorbency and superior softness and will diffuse the concept that Charmin Ultra provides consumers with the peace of mind that their family’s hands will be protected.

TvPromo International analyzed the value and strength of the Charmin message, and developed a grass rooted strategy, which will appeal to Miami consumers’ life style, where fashion and entertainment are part of the daily environment.

In order to impact Miami consumers on a day-to-day basis, as well as to generate awareness and trial response, TvPromo International developed a series of powerful tools where consumers will be reached:

— Mobile Billboards: Consumers will be impacted on the road with a Mobile billboard to drive attention to Charmin’s message of protection for your family. This Mobile Billboard will run along the Miami-Dade County starting May 4, 2006

— Door to Door Sampling: The brand will reach 150,000 consumers directly at their homes, providing them with a creative and attractive door hanger which will include a coupon of Charmin Ultra to drive consumers to try the product.

— Hispanic Major Events: TvPromo will diffuse the trial and will communicate Charmin Ultra benefits, like superior absorbency and softness during mayor events, such as The Health and Fitness Expo (April 29 and 30) and the Mujer, Familia y Hogar Expo (May 6 and 7).

— Charmin Demos at Hispanic community locations (Grass Roots Events): During the grass roots events, a creative giant walking billboard will be seen along the most popular intersections around Miami to capture consumer’s attention, while “Charmin walking reps” will approach consumers and will educate them on Charmin Ultra benefits as well as distributing door hangers with Charmin coupons attached on them.

— Radio: A strategic radio campaign will be executed to create awareness and to communicate Charmin benefits.

TvPromo International has estimated to reach above 2.2 Million consumers with this unique promotion.