Kimberly-Clark launches cold and flu season campaign for Kleenex range

Kimberly-Clark  unveils integrated marketing campaign for Kleenex Balsam
Kimberly-Clark unveils integrated marketing campaign for Kleenex Balsam

Kimberly-Clark, the American personal care corporation, has rolled out an integrated marketing campaign in support of Kleenex Balsam that encourages families to "give a little extra care" this winter.

The creative, developed by JWT, encourages tissue users to switch to the Balsam range, by highlighting the "grating, sandpaper-like effect" that constant nose-blowing can have on the skin, while simultaneously educating consumers about the soothing benefits of the tissues.

The campaign – which was bought by WPP agency Mindshare – has launched with a 30-second TV ad and will continue through to February 2013. The ads are supported by both digital and mobile ATL elements.

According to Kimberly-Clark, a bespoke partnership with NetDoctor has created a campaign hub that contains both educational and product information – Kleenex is also featured throughout the new iPhone game 'Sneezeman'.

In addition, Mindshare has developed a Kleenex Planning Tool, using NHS, sales and Google search data, to forecast cold and flu levels around the UK, allowing tactical buying across regional radio stations, proximity mobile, TV spot and digital display.

The tool will also inform PR activity delivered by MHP Communications, with media relations tactically targeting the local press in areas with high levels of cold and flu. Health journalists across media channels will be targeted with product PR.

Experiential activity, managed by Sense, involves visiting 132 multiple grocers and 15 city centre locations nationwide to educate consumers about the benefits of Kleenex Balsam through product trials.

Kimberly-Clark claims the whole campaign will be underpinned by social media activity run by We Are Social.

A bespoke gaming app will comprise four stages, with each stage echoing the creative and encouraging tissues users to switch to Kleenex Balsam. Fans on Facebook and followers on Twitter will also be rewarded with cold and flu care kit throughout the winter months.

Zuzana Bustikova, senior brand manager for Kleenex marketing, said: "With the increased number of cold and flu cases during the winter months, we want to ensure that families are using the right tissues.

"Through our campaign, we are not only aiming to educate them on the soothing benefits of the Balsam range, but also encouraging them to switch to the range in order to protect their noses from becoming sore and red. Through our investment in the category this winter, we hope to grow the added benefit segment, driving incremental value for retailers."

Introduced to the market more than 15 years ago, Kleenex Balsam, has a layer of calendula balm to help soothe the nose.

The range includes Balsam, Balsam Fresh (menthol-infused tissues to help ease breathing) and Nose and Lip Balm.

The news follows the announcement earlier this month that Kimberly-Clarke would be reviewing the UK digital account of its toilet-tissue brand Andrex.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer