Kleenex - Blowing up a storm

Angela Morris

This is a story about how planning took an 80-year-old FMCG superbrand and re-invigorated it to ensure success for the next 80 years.

Kleenex – Blowing up a storm

Planned by: Angela MorrisAgency: JWT

SUMMARY

This is a story about how planning took an 80-year-old FMGG superbrand and re-invigorated it to ensure success for the next 80 years. It's about breaking conventions and how you can build market share from a brand campaign with no product messaging. All it takes is a new type of thinking, and a willingness to turn everything on its head.

The problem was that Kleenex was stalling – both in the UK and the US. Our challenge was to grow share and change Kleenex from...

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