Kleenex Mansize won the household paper category at the Product of the Year awards, held at the Royal Opera House in London last week.
The award, voted for by a panel of 12,000 consumers is testament to the success of the Mansize variant, a big tissue in a small box, which has seen sales increase by 17% in the past year on Kleenex for Men and has helped to grow the Mansize category by 4% MAT.
In Autumn 2008, after 51 years as the UK No.1 tissue box, Kleenex For Men underwent its biggest ever transformation, with a new compact box format, new graphics and a new name – Kleenex Mansize. The intention was to grow the facial tissue category by encouraging a new group of consumers – young families – to buy Mansize tissues.
Vicky Morgan, Kleenex Brand Manager says: “Winning the Product of the Year award marks a huge achievement for Kleenex and is a just reward for the team that worked so hard to innovate the Mansize product.
“We set out to revitalise the variant and to make tissue more desirable. Customer insight showed potential consumers loved the big tissue but found the size of the box off-putting and the pack design outdated.
“The redesigned compact box, created to meet consumer needs, was a first for Kleenex and since its launch has surpassed all objectives, allowed us to talk to a new audience and has helped turn around the segment. In fact, Kleenex Mansize has become Kleenex’s best selling SKU.”
Source: Kleenex
