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 





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