Kleenex / Sam's Club: The Big Split for College

Tissue brand Kleenex targeted parents of college students and showed them how the large packs of premium paper products at Sam's Club could be "split" for both parents and students to use during the back-to-college season.

Executive summary

The Challenge: Convince back-to-college shoppers tight on money and storage space to buy enormous packages of premium paper products at Sam’s Club.

The Insight: Since college students often “shop at Mom & Dad’s” for essentials like toilet paper, the whole family needs a back-to-college stock-up.

The Strategic Idea/Build: Reframe our warehouse-sized packages as configured for parent/student sharing and encourage parents to stock-up for when their cabinets get raided.

Bringing the Strategy & Idea to Life:Using animation, “The Big Split for College” dramatized a surprise: our mega-packs are “split-able,” with several separately wrapped...

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