Healthy Habits Campaign : Kleenex Tissues
Iworked with the popular tissue brand Kleenex. For this project I specifically focused on packaging that would appealto children between the age of three and ten. Through my research I came to realize that a big problem with tissues andwith children is the continuous use of the tissue, and practicing healthyhabits when parents are not necessarily present, for example at school, daycareand play dates.
Formy concept I tried to come up with a solution that would encourage the childrenusing the product to be able to keep the tissue by there side, no matter wherethey are and what the situation is. Ivisited daycare centers, Pre-Primary and primary schools to enquire whatchildren keep with them during the day as well as enquire on what type of charactersappeal to children. I then came up withfour characters, all of them bright, friendly plush characters. On the outside they look like fun plush toys,but when opened carry a child size pack of children’s tissues.
These“toys” are durable, washable and can be refilled. They can be placed on a carry bag, seatbelt,schoolbags and belts because the handy strip at the back. Furthermore I took notice in the Kleenexbrand campaigns. One that appealed to mycampaign specifically was the Clean Habits Campaign. I made use of the same concept to promotehealthy habits in the daily life of my target market.
Idid this by launching this healthy Habit campaign, with the Plush toys as themain limited edition product. Theseplush toys come with a small booklet consisting of three weeks of where thechild can participate in the healthy habit campaign. Each of the character has a different healthyhabit starting from cleaning your room, brushing your teeth, eating yourvegetables and washing your hands. Thesebooklets come equipped with 15 golden stars that they can stick in this littlebooklet as a encouragement to practice their healthy habits everyday startingwith three weeks.
Forthe Point of display I wanted to put these characters into an environment thatwould stand out and tell a story of these imaginary characters. There is space to pack and sell the extrarefill children’s tissues in all different colors. The stand could be printed on hardboardcutouts.
Throughoutthe campaign I kept in mind that is still the parents that are going to buy theproduct from the shelf, therefore I tried to keep the design attractive andinteresting at the same time. I wouldlike people of all ages to see the packaging and find in attractive, unique andadorable enough to pick it up no matter the person.
Ireceived a great response from those who I tried the product in its packaging,I had to make a few extra because some of my younger consumers was not happygiving their plush toy packaging back.
Formy concept I tried to come up with a solution that would encourage the childrenusing the product to be able to keep the tissue by there side, no matter wherethey are and what the situation is. Ivisited daycare centers, Pre-Primary and primary schools to enquire whatchildren keep with them during the day as well as enquire on what type of charactersappeal to children. I then came up withfour characters, all of them bright, friendly plush characters. On the outside they look like fun plush toys,but when opened carry a child size pack of children’s tissues.
These“toys” are durable, washable and can be refilled. They can be placed on a carry bag, seatbelt,schoolbags and belts because the handy strip at the back. Furthermore I took notice in the Kleenexbrand campaigns. One that appealed to mycampaign specifically was the Clean Habits Campaign. I made use of the same concept to promotehealthy habits in the daily life of my target market.
Idid this by launching this healthy Habit campaign, with the Plush toys as themain limited edition product. Theseplush toys come with a small booklet consisting of three weeks of where thechild can participate in the healthy habit campaign. Each of the character has a different healthyhabit starting from cleaning your room, brushing your teeth, eating yourvegetables and washing your hands. Thesebooklets come equipped with 15 golden stars that they can stick in this littlebooklet as a encouragement to practice their healthy habits everyday startingwith three weeks.
Forthe Point of display I wanted to put these characters into an environment thatwould stand out and tell a story of these imaginary characters. There is space to pack and sell the extrarefill children’s tissues in all different colors. The stand could be printed on hardboardcutouts.
Throughoutthe campaign I kept in mind that is still the parents that are going to buy theproduct from the shelf, therefore I tried to keep the design attractive andinteresting at the same time. I wouldlike people of all ages to see the packaging and find in attractive, unique andadorable enough to pick it up no matter the person.
Ireceived a great response from those who I tried the product in its packaging,I had to make a few extra because some of my younger consumers was not happygiving their plush toy packaging back.
These are the characters created, each representing a different healthy habit, each made separately with needle and thread
The booklets that accompany the toys, when opened it becomes a 3 week healthy habit chart, complete with golden stars
The Healthy Habits Charts are found on the plush toys packaging
Campaign Posters
With Purchase, above are included. The healthy habits chart, a plush toy that can be attached to carry bags, and seatbelts. On right, the refill chid size tissue packaging
