Kleenex in High School Musical partnership

Wednesday, 24 September 2008

Kleenex’s partnership with Disney sees the launch of a new facial tissue collection featuring hero characters from the eagerly anticipated blockbuster phenomenon High School Musical 3. Launched in store this month ahead of the film launch in October, the hero characters from the film will appear on Kleenex cubes and pocket packs.

With more than 2 million family households not using facial tissues, yet suffering from five times as many colds, Kleenex has recognised the opportunity to grow the facial tissue category and developed the new range to appeal to a new generation of consumers called ‘tweens’.

A juxtaposition between adult and child preschoolers, the range will encourage early tissue hygiene practice and allow for incremental sales for Kleenex Disney without a new SKU.

Tweens are an increasingly powerful and smart consumer group which last year alone spent and influenced US $1.18 trillion across the globe and are an audience not yet catered for by Kleenex.

Johanna Eschbach, Brand Manager at Kleenex UK said: “The launch of Kleenex High School Musical 3 range has been created to help drive the facial tissue category after in-depth consumer research revealed there is scope to target this new ‘tween’ audience which was previously unexplored.

“Tweens are an influential consumer group: we believe that they will bring incremental volume to the range and we expect sales to increase up to 30%. We think the best vehicle to target the age group is through the High School Musical phenomenon. This is the third year Kleenex has partnered with Disney, having leveraged the hot Disney properties of the moment to keep the kid’s range fresh. We aim to build on the appeal of High School Musical 3 in the same way.”

The range has additional in-store support with a High School Musical 3 experience promotion in Morrisons. Four ‘no money can buy’ prizes are being offered in golden tickets, where the lucky winners will receive VIP tickets for themselves and four friends to the High School Musical ice show and get to meet and greet the cast backstage.

The range is available in cube boxes and pocket packs, comes with collectable bookmarks for consumer appeal and is part of the Kleenex mixed case featuring other classic Disney characters such as Winnie the Pooh and Princesses.

These can be found in leading supermarkets, independent stores and pharmacies from mid-September with a RRP of £1.72 and £1.33 (for an eight pack of pocket tissues) respectively.