When Kleenex® Ultra Soft facial tissue debuted in the U.K., its newly designed litho-printed packaging beckoned with the suggestion to "feel me."
This bold approach is a redesign of the Kleenex package commissioned by Kimberly-Clark, owners of the Kleenex brand, and executed by strategic design agency Anthem Worldwide. The top of the new GD2 paperboard box not only has the suggestion to "feel me" in the prominent oval graphic, which usually contains the iconic Kleenex logo, but also has the words ‘I'm gorgeous' featured below the oval. This phrase is underpinned with the phrase ‘New Kleenex® Ultra Soft Tissues', using the traditional Kleenex® logo.
As part of this project, Anthem Worldwide's UK office was briefed not only to generate real excitement and interest beyond the current consumer experience of this sector, but also to position Kleenex® Ultra Soft tissues, with their softness and premium pricing, as an ‘everyday indulgence'. To capture this visually, the tissue boxes feature a luxurious material background.
Emma Laisby, marketing manager at Kimberly-Clark, comments: "Anthem helped us to be brave and break the rules to ensure that our packaging would convey a real ‘wow' about Ultra Soft to consumers. This bold approach will create attention and intrigue amongst both new and existing customers, shouting about the changes and making them want to try the new product so that they can feel the softness for themselves. We absolutely love the new packaging and hope our customers do too."
The ‘Feel me' packaging for Kleenex Ultra Soft is part of an integrated campaign to generate awareness and sales, create stand-out on shelf and engender loyalty. It will also include press advertising and a significant sampling campaign, as well as online and in-store activity. In June 2010, the copy within the oval device on the paperboard box will revert from "feel me" back to the Kleenex logo.