Kimberly Clark: Kleenex catches colds

This case study describes how Kimberly Clark targeted its sale of Kleenex Balsam brand tissues in response to a shifting target market in the UK.

Kimberly Clark: Kleenex catches colds

Mindshare London

What were the objectives for the creative work?

Kleenex Balsam tissues provides a soothing, protective balm to help prevent your nose from becoming red or drying out.

Objectives

Marketing

Every year Kleenex Balsam run a cold and flu campaign from October to February, which is the peak season for flu in the UK. But 2011 was different. The UK experienced the warmest October in 100 years and this unusual weather had cancelled the 'flu season, which ruined the launch of the Kleenex campaign. How do we react to the uncontrollable cold and flu...

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