Kleenex wanted to stop being seen as just a box for sick people, and instead be recognized as a gesture of care. At the same time, they wanted to generate awareness about their new Perfect Fit line of tissues. People tend to overlook how frequently they find themselves in need of a tissue aside from times of illness. This integrated marketing campaign highlights Kleenex Tissues’ endless uses in a humorous, yet relatable, way.
Print:
Outdoor/experiential:
Placing Kleenex Perfect Fit tissues next to onions in the produce section of grocery stores will highlight the extensive uses for Kleenex tissues.
Anyone who has ever used makeup knows that it is easy to mess up. When that happens, Kleenex is there for you.
By placing Kleenex Perfect Fit tissue boxes in movie theater cup holders, Kleenex will be there for anyone who comes unprepared to a sad movie.
Digital:
Since crying is one of the key reasons one might need a tissue, Kleenex will sponsor a Spotify cry playlist.
Similarly, Kleenex will sponsor a selection of tear-jerkers on Netflix to show that Kleenex has your back when you need a good cry.
On game days, Kleenex will run a Facebook promotion in which you can purchase a box of tissues and have it sent to someone that roots for the losing team, thus giving a comedic spin to Kleenex's many uses.
