Kleenex goes soft

Kleenex goes soft


Kleenex tissues has launched the latest stage of its ‘Share the softness’ campaign to remind customers of the power of softness and personal touches.

The new campaign follows on from 2012’s campaign that saw 100,000 Aussies sending a free pack of tissues to someone they care about.

Now, consumers are invited to pledge acts of softness to someone they care about via a virtual ‘wall of softness’ on the Kleenex website.

From May 13, everyone who makes a pledge will have the chance of winning from a selection of prizes to help share the softness.

Jane McGlinchey, Kleenex marketing manager, said: “The Kleenex brand is more than just Australia’s softest tissue, it’s a brand that cares about bringing softness to the lives of consumers. This campaign is about reminding consumers to take a step back from their busy lives and take the time to do something special for the people they care about.”

The campaign will also include new TVCs, supported by digital advertising, social media and in-store activities.


Creative agency: JWT; media agency: Mindshare; digital agency: One Green Bean.

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