Kimberly-Clark violates Kleenex sales rules

        The packaging supports Kimberly-Clark’s launch of the softest facial tissues ever sold under the Kleenex Ultra Soft Tissues brand, with some significant differences from traditional packaging. To support the brand’s “Feel Me” positioning, the words “Feel Me” and “I Am Beautiful” dominate the familiar oval-shaped fabric. The Kleenex logo occupies a subordinate position on the oval.
        The goal of this unexpected printing method is to convince consumers that ultra-soft paper created with new Kimberly-Clark technology can significantly improve paper softness. The company believes that Ultra Soft will change the standard of sensitivity in the facial tissue category. The box design and branding was developed by Anthem Worldwide UK office. Kimberly-Clark tasked Anthem with not only generating excitement and interest beyond the current consumer experience with facial tissues, but also positioning Kleenex Ultra Soft Tissues as an “everyday treat.” The tissue box has a luxurious design background that supports this positioning.
        “The softness of our new Kleenex Ultra Soft wipes is groundbreaking, so it’s important to convey that message to every consumer touchpoint,” said Emma Laceby, marketing manager for Kimberly-Clark. “Anthem helped us break the rules and ensure our packaging gave consumers a real sense of ‘wow’ from Ultra Soft.”