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2016 SILVER
Kleenex. Someone Needs One.
Being the leader of a declining category can only mean one thing: Its time to change the game. To save itself, Kleenex needed to transcend nose-wiping and stand for something that mattered to people. By repositioning itself as a gesture of care, Kleenex put itself at the center of a program that stood for empathy in a world of indifference. Since launch, Kleenex has increased sales by 4.5X (+2.7%) vs. expectations while delivering nearly 12MM social engagements in the first 11 weeks of programming44X total social engagements in 2014.
Brand:
Kleenex
Client:
Kimberly-Clark
Agency:
VSA Partners
Language:
English
2016 BRONZE
FINALISTS
Rose Petal Maxob
Household Supplies
B&Q
How B&Q helped the nation create change in a cost of living marred Spring
Scotts
Scott for Scotts
