Kimberly-Clark Corporation: Kleenex Anti-Viral campaign

Simone Samano

The Kimberly-Clark Corporation, in business since the 1870s, had long been servicing the sick with its medical supply brands and consumer paper brands.

Kimberly-Clark Corporation: Kleenex Anti-Viral campaign

Simone Samano

OVERVIEW

The Kimberly-Clark Corporation, in business since the 1870s, had long been servicing the sick with its medical supply brands and consumer paper brands. By the first years of the twenty-first century health and infectious illness had become a hot global topic. In 2004 a flu vaccine shortage was predicted for the United States. It was at this time that one of the Irving, Texas, company's top brands, Kleenex, was serendipitously poised to introduce a new entrant into the facial-tissue market. Kleenex Anti-Viral tissues hit store shelves in August 2004 in anticipation of...

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