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Article | March 9, 2010
Kimberly-Clark breaks the rules in facial-tissue aisle
Packaging is supporting Kimberly-Clark’s launch of its softest-ever facial tissues, marketed under the Kleenex Ultra Soft Tissues brand, with some major departures from its traditional packaging. To support the brand’s “Feel me” positioning, the words “Feel me” and “I’m gorgeous” take a dominant position on the familiar Kleenex oval. The Kleenex logo occupies a subordinate position on the oval.
The goal of this unexpected typographical approach is to impress upon consumers that Ultra Soft Tissues, created through a new technology at Kimberly-Clark, offer significantly improved tissue softness. The company believes Ultra Soft will redefine sensory benchmarks in the facial-tissue category. The carton design and branding were created by Anthem Worldwide’s U.K. office. Kimberly-Clark directed Anthem not only to generate excitement and interest beyond the current consumer experience in the facial-tissue aisle, but also to position Kleenex Ultra Soft Tissues as an “everyday indulgence.” The tissue cartons feature a luxurious-design background to support this positioning.
“The softness of our new Kleenex Ultra Soft Tissues is groundbreaking, so it’s important that this message is communicated at every consumer touch point,” says Emma Laisby, marketing manager at Kimberly-Clark. “Anthem helped us to be brave and break the rules to ensure that our packaging would convey a real ‘wow’ about Ultra Soft to consumers.”
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