Kleenex Timely Care

How does an iconic brand whose name itself defines the entire facial care category become more meaningful in our lives?

Consumers only thought of Kleenex for what it functionally does–wipe–limiting our role in her life. We connected in new ways by reframing Kleenex as a gesture of care and delivering tissues at timely emotional moments. From oversized gestures, like partnering with Dollar General Literacy Foundation to honor a gentleman who overcame illiteracy to re-designing packages to carry everyday messages of support, a new Kleenex found everyone who needed one.

🏆2016 Silver Effie Winner “Kleenex. Someone Needs One”

Kleenex Film

We empowered people to share the power of a Kleenex Care pack with loved ones no matter how far away they are, and included a reason for those loved ones to keep the care going by sharing a thanks online or sending a Care Pack of their own. Activate… — Kleenex Care packs shared online with loved ones. Activated online with social push and sent straight to homes via USPS.

We wanted to power of caring to continue even after the Care Packs offer ended. We presented personalized messages on pocket packs and boxes to keep the powerful messages of caring going all year long. The designed boxes hit shelves, created in coll… — Our campaign was designed to keep sharing messages of care right on boxes and pocket packs. The boxes were then produced in collaboration with the internal Kimberly-Clark design team.