X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

  • Slide 0
  • Slide 1
  • Slide 2
  • Thumb 0
  • Thumb 1
  • Thumb 2

Kleenex
From Pushing Tissues to Sharing Caring

RAN IN: United States

CLIENT
Kimberly-Clark Corporation

Craig Smith, Brand Champion
Amy Popp, Brand Manager
Marla Rappaport, Brand Manager
Mitch Faigan, IMP Director
Carolyn Eisele, Commercial Program Manager

AGENCY
JWT New York *Lead Agency

Yusuf Chuku, Global Planning Director


Mindshare

Bohb Blair, Managing Director, Invention


Studiocom

Juan Fernando Santos, Chief Experience Officer


OgilvyAction

Meredith Castro, Account Director


Ketchum Chicago

Pamela Von Lehmden, SVP/Brand Team Leader


SUMMARY

Kleenex was in a decade-long slide, with sales, share and other key business measures all in decline. The "Softness Worth Sharing" program was developed to stem the decline - to effectively hold the line. Using our newly-improved, softer tissue as an impetus, we re-framed Kleenex from a tissue to a Gesture of Caring, enabling over 1,000,000 people to share it and show their loved ones they cared. We significantly exceeded our sales and share goals, grew the stagnant facial tissue category and, moreover, changed the game for Kleenex.

CASE STUDY

New-pdf-icon

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: TV, Interactive, Print, Direct, PR, Retail Experience, Packaging, Consumer Involvement

Audience: Women

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National,Multinational

Language: English