Kleenex for Men to play on emotion in TV return

Kleenex For Men is returning to television for the first time in five years as part of a repositioning.

The Kimberly-Clark tissue brand has traditionally targeted men in their 60s, but is now aiming to reach a wider market, including family men in their 40s.

Catherine Baudinette, marketing manager for Kleenex For Men, said the activity was intended to 'rejuvenate the brand and brand personality to be more emotional and expressive'.

The company is increasing overall spend on the brand to about £3m next year.

In addition to a TV ad campaign that will break early next year, Kleenex For Men is planning the first TV sponsorship in its 49-year history by linking up with Channel 4's 100 Greatest Tearjerkers programme to air in February.

Kleenex has a number of facial tissue variants, including cold and flu product Kleenex Balsam.

The company's activity for Kleenex For Men marks the beginning of a marketing investment strategy that will see it focus solely on the 'power brand', according to Baudinette.

Playing on the theme of 'emotion', the TV campaign, developed by J Walter Thompson New York, will feature a father crying over the birth of his child in a hospital maternity ward full of newborn babies.

In September a number of media reports incorrectly tipped Matthew Pinsent, the four-time Olympic rowing gold medalist, to be the star of the December campaign, following his tearful outburst at the Athens Olympics coxless fours finals and medal ceremony.

Kleenex has confirmed that talks have been reignited with Pinsent about fronting its brand activity next year.


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