soooo, what's the problem and insight?
For younger consumers, tissue is viewed as a basic necessity, making it difficult for Kleenex as a premium brand to justify its higher price point. Even though tissues feel like a basic necessity, life is messy, unpredictable, and emotional, from spills to tears. Young consumers want a product to support them in these small moments, and not just a tool for sneezes.
The Idea!
A witty, copy-driven campaign that shows Kleenex is the essential companion for life’s messy and emotional moments, making the premium brand feel relatable and worth it.
Mediums: Out-of-Home, Social Media Ad, In-store (Shelf Wobblers), In-App (Online Shopping Platforms), YouTube Ad
