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