Tissue-Sharing Campaigns

The #KleenexCare campaign is designed to turn everyday stories about people sharing Kleenex with snifflers into a timely winter marketing campaign.

Put together by the JWT New York agency, the ad shows a young man sharing his last strip of Kleenex with an older woman when she sneezes. The man then sneezes himself, prompting the older woman to tear the tissue in half and share it with him. The voiceover encourages viewers to share their Kleenex tissues with people who need it and share their Kleenex-sharing stories on the campaign website.

The #KleenexCare campaign is a great example of how brands can use depictions of kindness as a marketing ploy, rather than merely running campaigns that continually try to convince viewers that their particular brand is the best. The campaign's interactive nature makes it all the more memorable to consumers.