Kleenex Encourages Simple Acts of Tissue Sharing
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Kleenex often hears stories about people sharing the brand’s tissues in opportune moments of kindness. Brand Manager Jon Kruesi has heard them himself, one from a friend who recounted how she was sniffling as she waited for a train at the end of a lousy day, only to have her spirits lifted by a stranger offering a Kleenex.
Now, the Kimberly-Clark Corp. brand is turning those stories into the centerpiece of its crucial cold-season marketing campaign breaking Wednesday. The #KleenexCare effort aims to get people talking about simple acts of kindness (preferably involving sharing tissues) through a digital, social-media, public-relations and TV campaign.
Of course, one way people can show kindness is not to spread germs around, so Kleenex will promote its Anti-Viral tissues as part of the effort. But Mr. Kruesi also said people often offer Kleenex to others at emotional moments, such as weddings.
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