Kleenex- Global Campaign
JWT
Credit: ECD
Brief: Launch a global campaign to introduce the new face of Kleenex to a brand new generation of users in Europe, South America, North America and Asia.
Solve: So let’s revamp its aesthetic, and give its packaging a purpose. Let’s come up with some freshly designed print, content, and introduce the kind of product innovation that makes Kleenex feel relevant again.
Global Campaign Look & Feel - A little more life in every pack
Retail / Product Idea - A little more life in every pack
Print - A little more life in every pack
Partnerships - A little more life in every pack
Wild Postings - A little more life in every pack
TOV (tone of voice) - A little more life in every pack / “Kleenex with Karl”
To sell the campaign’s tone of voice, we shot/cut/created some content over the course of a couple of days (“Kleenex with Karl” video series) to give the client an idea of the kind of brand voice we were suggesting. Accessible, modern, friendly and down-to-earth.
Introducing “Kleenex Labs” PR / Editorial - A little more life in every pack
