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Kleenex® breaks branding rules with Ultra Soft relaunch

Posted by: Anthem

Date added: Thu 07 Jan 2010

Anthem Worldwide has created a totally new look for Kleenex® Ultra Soft tissues, replacing its iconic logo on the box top with the words 'Feel me'

Kimberly-Clark is supporting the launch of its softest ever facial tissues with a major departure in the packaging of its Kleenex® Ultra Soft brand. The new packaging, created by strategic design agency Anthem Worldwide, replaces the iconic Kleenex® logo which is usually featured boldly on the prominent oval device at the top of the box with the words ‘Feel me’ in Kleenex®’s distinctive joined-up font. This unexpected typographical approach is designed to impress upon consumers that the newly launched Ultra Soft tissues are really special, THE softest Kleenex® tissues ever made. New Kleenex® Ultra Soft tissues are being launched in January 2010.

To support the ‘Feel me’ positioning, the words ‘i’m gorgeous’ are featured below, within the oval, underpinned with the phrase ‘New Kleenex® Ultra Soft Tissues’, using the traditional Kleenex® logo.

As part of this project, Anthem Worldwide was briefed not only to generate real excitement and interest beyond the current consumer experience of this sector, but also to position Kleenex® Ultra Soft tissues, with their softness and premium pricing, as an ‘everyday indulgence’. To capture this visually, the tissue boxes feature a luxurious material background.

Emma Laisby, Marketing Manager at Kimberly-Clark, commented: “The softness of our new Kleenex® Ultra Soft tissues is groundbreaking, so it’s important for us that this message is communicated at every consumer touchpoint. Anthem helped us to be brave and break the rules to ensure that our packaging would convey a real ‘wow’ about Ultra Soft to consumers. This bold approach will create attention and intrigue amongst both new and existing customers, shouting about the changes and making them want to try the new product so that they can feel the softness for themselves. We absolutely love the new packaging and hope our customers do too.”

The new packaging has been designed for the regular and mansize boxes in the UK and Europe and a pocket pack and multipack outer have also been developed for mainland Europe only. In addition, Anthem Worldwide has designed a sample pack which will be distributed at numerous sampling activities to support the launch. This pack features a cut out oval revealing the tissue and enabling consumers to feel the superior softness of the tissues before they even open the pack.

Barry Seal, Managing Director at Anthem Worldwide added: “We came up with a number of exciting ideas to communicate the ground-breaking softness of new Kleenex® Ultra Soft, but this concept stood out as the one which would really make an impact and engage with consumers on both a functional and emotional level. Early tests show that consumers love the new packaging which also reflects the position of Kleenex® as an innovator, constantly challenging the status quo to provide consumers with a better experience.”

New Kleenex® Ultra Soft tissues have been created as a result of revolutionary new technology developed by Kimberly-Clark which provides a dramatically improved product experience which will redefine the sensory benchmarks within the facial tissue category.

The ‘Feel me’ packaging for Kleenex® Ultra Soft is part of an integrated campaign to generate awareness and sales, create stand-out on shelf and engender loyalty. It will also include press advertising and a significant sampling campaign, as well as online and in-store activity. Once new Kleenex® Ultra Soft has been established in market for six months, the look and feel of the packaging will remain the same but the ‘Feel me logo’ will revert to the Kleenex® logo.

Anthem

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