Image Provided by KleenexIn its ad spots, Kleenex, a brand of Kimberly-Clark Corporation, puts the spotlight on its customers, aiming to connect with parents in addition to celebrating its 100 years in business.
During its brand refresh, Kleenex launched ad spots last week that highlight the brand’s role in life’s most vulnerable moments. Kleenex also introduced a new crown icon and a cohesive color palette to unify the brand’s look and project a more distinctive personality.
According to William Dunn, Senior Brand Manager at Kleenex, the campaign aims to reinforce Kleenex’s brand promise and purpose by reinforcing its relevance in everyday life. Kleenex wishes to instill a sense of confidence in consumers by positioning itself as a reliable companion in the face of life’s unpredictable events. As long-term assets, these campaign spots are designed to build emotional connections with consumers that will ultimately result in brand loyalty and love.
“Our new visual identity was born from a desire to enhance cohesion across brand touchpoints while infusing modernity and a distinct personality into the brand, all while honoring its rich heritage and iconic script,” said Dunn. “The new identity features a ‘tissue crown,’ which not only reinforces Kleenex’s leadership but also encapsulates our mission of providing strength in everyday moments, and subtly reflects the shape of our flagship product.”
In contrast to traditional back-to-school promotions, this campaign aligns with fall and winter. By running this campaign, Kleenex emphasizes its consistent presence throughout daily life. Kleenex is used not only during cold, flu, and allergy season, but also in everyday moments like laughter, tears, and everything in between. As well as supporting families during the Cold & Flu season, the campaign also focuses on capturing the emotion of sending a child to school for the first time.
According to ResearchAndMarket’s Facial Tissues Global Market Report of 2024, The facial tissues market grew from $11.07 billion in 2023 to $11.88 billion in 2024, a 7.3% increase. Continued growth is expected, reaching $15.53 billion by 2028 at a CAGR of 6.9%.
Dunn noted that this year, Kleenex celebrates 100 years as a trusted brand in life’s vulnerable moments, making it an ideal time to emphasize its core purpose. By centering the campaign on the consumer experience, Kleenex identified an opportunity to strengthen its emotional connection with audiences, deepening loyalty to the iconic brand. This milestone-focused marketing effort not only commemorates a century of reliability but also reinforces Kleenex’s role in supporting consumers through everyday challenges.
“This realization sparked our campaign, driven by the understanding that true behavioral change requires an essential element: emotional motivation,” said Dunn.
Through the end of the year, the brand will be advertising its :60 ad spot on Connected TV, online, and social media channels, which will be featured on these platforms as well. Additionally, the brand has campaign assets that are compatible with streaming audio platforms.
However, it is unclear how much advertising budget was allocated to this campaign by the brand. A total of $1.1 billion was spent by Kimberly-Clark in 2023 on advertising across digital, print, and national TV, according to Admetricks. Kimberly-Clark spent $1.1 billion on advertising in 2023, an increase from 2022. Kleenex has also targeted relevant audiences in campaigns using digital out-of-home screens (DOOH).
