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Kimberly-Clark breaks the rules in facial-tissue aisle

Pw 4056 Feel Me Kleenex

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.

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