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Kleenex asks 'Where’s Your Kleenex When You Need It?' in multimillion pound commerical programme

Kleenex is asking the nation ‘Where’s Your Kleenex When You Need It?’ this winter as part of its new commercial programme.

The new campaign focusses on all the times you might need a tissue

Based on the insight that tissue boxes tend to be put away once they’ve helped families get through a cold, the campaign highlights the additional predicaments where a Kleenex comes in handy – from emergency spillages to make-up mishaps and unexpected sneezes.

With a multimillion pound investment, the integrated activity will run with PR managed by MHP Communications, social media from We Are Social, media buy by Mindshare, shopper activity executed by SMP and advertising and creative from JWT.

The commercial programme launches with a radio campaign aimed at the brands target audience of mums, with social media, outdoor advertising and in-store activity commencing at the same time. All channels will work together in order to achieve a new tone of voice, look and feel for the brand.

Jennifer Rohan, Kleenex commercial programme manager, commented: “This campaign is a great new direction for the brand that will allow us to showcase tissues as a product of relevance. By capturing the everyday need for tissues, we have the opportunity to talk about the different predicaments on an ongoing basis. ‘Where’s Your Kleenex When You Need It?’ will therefore form the basis of our communications for years to come.”

In January 20” TV spots will debut and a yearlong partnership with Heart FM Drive Time will begin. All activity will be underpinned by PR and social activity that will run throughout 2014.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

All by Gillian