Anthem gives Kleenex Balsam packs a new look
The York office of Anthem Worldwide has created new packaging for Kleenex Balsam facial tissues.
It is the product's first packaging makeover in six years and will feature on Kleenex Balsam boxes and pocket packs.
Anthem was briefed by Kimberly-Clark, Kleenex's owner, to "capitalise on existing brand equities" to create stronger recognition of the brand's attributes and give it greater standout on shelf.
The new-look packaging has therefore picked up on the brand's recognised blue, green and yellow colours and given them "greater vibrancy".
And the line-drawn human profile on the packaging has been re-illustrurated to try to make the packs more engaging. A new icon and text about the product's balsam ingredients have also been added.
Alison Cracknell, creative director UK at Anthem Worldwide, said: "The tissue market is a very competitive space, especially at the moment, and we believe that emphasising Kleenex Balsam’s core strengths through its packaging will play an important role in helping the brand to maintain its market-leading position.”