Kleenex Employs Experiential Brand Marketing to Create Ease

By: Laura McQuarrie - Jun 4, 2015
References: kleenex.au & campaignbrief
With a unique experiential brand marketing stunt, Kleenex introduced its Cottonelle Flushable Cloths to the people of Sydney as "a new level of clean."

Taking this phrase quite literally, XPO Brands set up the 'Kleenex High Rise Experience,' which made people feel as though they are on top of the world. The inside of the 'Skyloo' was decorated with skylines on the walls and an aerial view on the floor, creating the illusion that those inside were standing somewhere high in the sky.

The aim of the stunt was meant to show that by combining dry toilet paper with the Kleenex Cottonelle Cleansing Cloths, new levels of luxury and comfort are reached. Bathroom talk and heights are two things that often make people highly uncomfortable, but this experiential stunt makes both bearable.