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 their 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 the Dollar General Literacy Foundation to honor a gentleman who overcame illiteracy — to redesigning 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
Campaign encouraged people to share Kleenex Care packs with loved ones. Activated online with social push and sent straight to homes via USPS.
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.
