Kleenex
Tissues for families, in the right place!
The indispensable tissue for the perfect family moment
Kleenex wanted to bring Kleenex Hanks tissues, ‘a tissue for every moment’, to the attention of families with children. The goal was to reach them at times when a tissue really comes in handy: during fun, but sometimes messy, outings during the holiday season. Kleenex sought the most effective way to distribute these indispensable tissues in order to stimulate initial awareness of the product and increase brand visibility.
Approach and results
For this sampling campaign, we chose two sampling channels that guarantee a constant flow of families: zoos and pancake houses. The tissues were distributed during the holiday period. This provided the perfect opportunity for families to try out the tissues immediately.
The campaign was a huge success. Both the locations and consumers responded very positively. The chosen channels proved to be very effective in reaching the target group, resulting in a wide reach and strong brand visibility. The Kleenex Hanks were perceived as a ‘useful and thoughtful’ sample, which helped build a positive connection with the brand.
