Kleenex: How even a brand icon has to find new ways to fight

Kleenex, the tissue brand manufactured by Kimberly-Clark, successfully built consumer engagement through a focus on caregiving and compassion.

Fifteen years ago, market researchers at Kimberly-Clark began to send out warning signals: Kleenex was in trouble, through no fault of its own.

“Consumers just weren’t engaging with the business anymore,” Lisa Hurwitz, VP/Global Brand Design at Kimberly-Clark, reported. “Kleenex had very little relevance for them. When we looked into our consumers, moms just didn&rsqu

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