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
![](https://freight.cargo.site/t/original/i/406b0612594881ab392910cee166f89de6d18a60db41119fc6c05d35352314cc/Screen-Shot-2017-10-24-at-11.20.28-AM.png)
![](https://freight.cargo.site/t/original/i/653691862b79c50962191bd072f6b583ab7f3312c28a15dd5afd9c988682129e/Screen-Shot-2017-10-24-at-11.20.43-AM.png)
![](https://freight.cargo.site/t/original/i/9b53619e9cb4dfb21e4236c1bc65427755f47ae70881da56f9bceb86cf376a70/Screen-Shot-2017-10-23-at-11.53.35-PM.png)
![](https://freight.cargo.site/t/original/i/bba7480cb494b631801073dc5386e14b174f4298340f06deb4df0cd54fb45805/Screen-Shot-2017-10-23-at-11.37.43-PM.png)
Partnerships - A little more life in every pack
![](https://freight.cargo.site/t/original/i/3946dc613de23b978e745b4c8485e731bebf37a8beb0c783041a588773a83e32/Screen-Shot-2017-10-24-at-10.37.01-AM.png)
Wild Postings - A little more life in every pack
![](https://freight.cargo.site/t/original/i/d4aeddb9fec04fd1091f9a96a866e359dda6dd9ad525f306789b4c7139102730/Screen-Shot-2017-10-24-at-10.32.20-AM.png)
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
![](https://freight.cargo.site/t/original/i/923751a59c9473cec5137a0f75f90c646734db413c7a75bdd7169fa70e3881ca/Screen-Shot-2017-10-23-at-11.46.57-PM.png)
![](https://freight.cargo.site/t/original/i/40f50a04ee41d62861f8fa78727e47365d886755b63e3d2620079b7c6a2a063c/Screen-Shot-2017-10-23-at-11.47.16-PM.png)