Kleenex Extends its Messages of Care With Personalized Tissues

By: Jana Pijak - Feb 16, 2016
References: kleenex
Following its widely popular 'Messages of Care' campaign, Kleenex is letting website visitors create a set of personalized tissues that they can share with friends or family members. This unique marketing strategy first gained attention when the brand released its Messages of Care television spots and social media campaign. In addition to the promotional examples, Kleenex launched a web-based simulator that can be edited to create personalized tissues with messages that will brighten one's day.

The simulator lets online shoppers create a tissue box that is customized and sent to the recipient of their choice -- a simple and sentimental gift for a friend or family member who is going through a hard time. While the act of crying has often been a taboo subject among major brands, Kleenex's honest approach to human emotions makes this campaign authentic and easy to relate to.