Kleenex: The Powerful Scent of an Irresistible Kleenex Rose

Campaign details

Brand owner: Kimberly-Clark
Lead agency: JWT Bangkok
Brand: Kleenex
Country: Malaysia
Industry Toiletries & cosmetics (general)
Media: Content marketing, Events & experiential, Integrated, Internet - display, Internet - microsites, Online video, Print - general, unspecified, Product sampling, Social media
Budget: Up to 500k

Executive summary

Face and hand tissue category is highly commoditized and the difference between brands is minimal. Royal Gold has the advantage of being the first tissue company in Malaysia to introduce coloured tissues and build on its premium imagery.

Kleenex needed a breakthrough idea to underpin its premium image, so it launched a range of scented tissues riding on the need for sensory delight. The aim was to build the premium positioning of Kleenex as a brand and drive brand penetration in the category.