Kleenex Anti-Viral gets £3m relaunch

Tuesday, 23 December 2008

An integrated £1 million campaign has re-launched Kimberly-Clark's Kleenex Anti-Viral range. A series of 30 second radio adverts which launched last month will be followed in January with a London-targeted campaign consisting of outdoor advertising, experiential and PR.

Kleenex intends to engage a new, digitised audience by utilising podcasts for the first time to engage to convey its vision of making tissues an integral part of everyone's, everyday health and hygiene routine.

The centrepiece of the campaign is a series of radio spots and - a first for Kleenex - three podcasts narrated by esteemed actor, author, and director Simon Callow.

In three creatives designed by JWT a timeless narrative of good versus evil has been executed through modern fables. In stories featuring a Sea Monster, a White Knight, and a Wolf ‘good' Kleenex Anti-Viral tissues are shown to catch, trap, and destroy ‘evil' viruses.

The marketing campaign follows new research by Kleenex that has identified unhygienic tissue usage as a leading factor in the winter cold and flu cycle.

Findings showed that half of adults neglected to dispose of used tissues within a day, even though germs inside a used tissue can remain virulent for up to 24 hours.

The campaign has therefore provided timely support for Kleenex's vision of raising awareness of the importance of hygienic tissue use during the cold and flu season.

Martina Jezdikova, Kleenex Brand Manager at Kimberly-Clark, explains: "Kleenex Anti-Viral tissues continue to have a key role to play in supporting consumers through the cold and flu season.

We wanted to create a marketing campaign that informs consumers about what the product does in a fun and engaging way - but also in a way that is easy to understand."

She continues: "Kleenex Anti-Viral has been proven to kill 99.9% of cold and flu viruses in the tissue, and, in doing so, helps to prevent cold and flu.

"This is especially important for families with children, who have been identified in our research as suffering from colds five times more than those without".

Source: Kimberly Clark