Kleenex would apparently like to get a piece of the sharing economy that has given rise to such brands as Airbnb, Uber, Dog Vacay, Lyft and Fon. A new campaign from the Kimberly-Clark brand encourages people to not just save their tissues for when they’ve got running noses or teary eyes, but to dig deep in the compassion department and share their tissues with others, even strangers, who may be in need.
The tissue “is so much more than a tool to wipe a nose or dry an eye—it’s a gesture of care that, given the chance, has the power to connect and uplift us all,” according to Kleenex’s press release.
A Kleenex-funded study shows that almost 50 percent of Americans feel that they have “missed an opportunity to show someone they care, especially when it comes to everyday moments.”
This data helped shape the brand’s new integrated, omnichannel campaign—described by its agency VSA Partners as “groundbreaking”—to remind consumers to take the extra moments to show compassion for their fellow humans.
“Our goal is to reframe the category and demonstrate the ability of Kleenex Facial Tissue to deliver real-time care to consumers who need it and prove that the simple gesture of handing someone a Kleenex Facial Tissue can change the course of someone’s day,” stated Kleenex brand GM Eric Higgs.
To help spread the #KleenexCare message, the campaign will include:
• broadcast ads
• a “Careboard” for consumers to send caring messages to one another
• “documentary-style videos that engage viewers in feel-good stories of real people showing meaningful gestures of care”
• a partnership with Facebook’s Creative Shop Studio to place Kleenex content into users’ newsfeeds
• partnerships with “nationally recognized influencers who will role model timely care during often overlooked moments”
• and newly-designed Kleenex pocket packs that will appear in stores in September.