Anthem redesign Kleenex Ultra Soft
York-based Anthem Worldwide, a Schawk strategic design company, has redesigned the packaging for Kimberley-Clark brand Kleenex’s softest ever facial tissues.
As part of the brief Anthem Worldwide was tasked with generating interest beyond the current consumer experience in this sector, as well as positioning the Kleenex product as an ‘everyday indulgence’.
The new packaging therefore sees the traditional oval device remain on top of the box, and the distinctive Kleenex joined-up font retained, but the word ‘Kleenex’ replaced with ‘Feel me’ to give an unexpected typographical twist.
To support the ‘Feel me’ positioning, the words ‘I’m gorgeous’ are also featured within the oval, underpinned with the phrase ‘New Kleenex Ultra Soft Tissues’, using the traditional Kleenex logo.
The new packaging is part of an integrated campaign to generate awareness and sales, create stand-out on shelf, and engender loyalty. It will also include press advertising and a significant sampling campaign, as well as online and in-store activity.
Emma Laisby, marketing manager of Kimberly-Clark, commented: “The softness of our new Kleenex Ultra Soft tissues is groundbreaking, so it’s important for us that this message is communicated at every consumer touch point. 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. This bold approach will create attention and intrigue amongst both new and existing customers, shouting about the changes and making them want to try the new product so that they can feel the softness for themselves. We absolutely love the new packaging and hope our customers do too.”