May 29th 2014 Press Release
Kleenex launches summer campaign
Having launched a new commercial programme in winter 2013 - 'Where's Your Kleenex When You Need It?' - which highlighted a variety of instances when a tissue was needed aside from simply cold and flu, this summer, Kimberly-Clark will launch a new integrated marketing programme which will turn its attention to more summer related tissue predicaments: everything from dripping ice creams to picnic spillages.
Launching on 9th July, the campaign centres around a competition, inspiring mums to keep tissues at arm's reach to be in with a chance to win a great family experience*.
With media bought by Mindshare, women will be encouraged to enter the competition through both video and image based advertising using the new-to-market Facebook Reach and Frequency tool. With millions of mums active on this platform, the new tool allows Kleenex to accurately maximise reach, driving awareness to its target audience by helping them discover content that's relevant to them.
The creative from JWT will show an artist using a Kleenex tissue to capture summer tissue predicaments on the dirty rear view window of the Danbury Camper Van. Combining both the competition element of the Camper Van and summer tissue predicaments, the creative is designed to drive people to enter to win and motivate mums to purchase.
The competition will feature on specially designed limited edition promotional packs, available from the beginning of June from major retailers, and will be supported by in-store activity including barkers, posters, online banners and magazine ads, managed by SMP.
Social media from We Are Social and PR managed by MHP Communications will underpin the campaign, driving awareness of both the creative and ongoing tissue predicaments throughout the summer months.
Jennifer Rohan, Marketing Manager, comments: "We understand that summer is a busy time of year for mums. With the school holidays upon them, they can find themselves dealing with everything from BBQ spillages to grazed knees. The summer programme is a great way to both raise awareness of such tissue predicaments, whilst also giving them the opportunity to win a great family prize."
*a week-long break in a Camper Van or one for keeps
* Winner will receive a Volkswagen T2 Kombi Danbury Camper Van Conversion
ENDS
About KLEENEX
- KLEENEX is the number one tissue brand in the UK
- It has a 52% value share of the market (Nielsen Scantrack MAT latest 52 weeks up to 21/12/13)
- Four packs of KLEENEX are sold every second in the UK (Nielsen, MAT 2012)
- The KLEENEX brand in the UK was the first of Kimberly-Clark's global product ranges to become Forest Stewardship Council (FSC) accredited with the FSC logo showing on packs (January 2008)
About Kimberly-Clark
Kimberly-Clark and its well-known global brands are an indispensable part of life for people in more than 175 countries. Every day, nearly a quarter of the world's population trust K-C's brands and the solutions they provide to enhance their health, hygiene and well-being. With brands such as Kleenex ®, Scott, Huggies ®, Pull-Ups ®, Kotex ® and Depend ® Kimberly-Clark holds the No. 1 or No. 2 share positions in more than 80 countries. To keep up with the latest news and learn more about the company's 141-year history of innovation, visit www.kimberly-clark.com, or follow us on Facebook or Twitter.
Kleenex@mhpc.com: Tel: 0203 128 8154
