In the same way that handing someone a tissue is appreciated as a kind gesture, Kleenex is launching a 'Care' campaign so that people can share messages in real-time to brighten another person's day.
On the Kleenex 'Careboard,' people are able to send heartfelt messages that will be shared online as well as through a physical 10 x 20' board. The charming scoreboard uses facial tissue squares as pixels to spell out messages.
On the Messages of Care division of the Kleenex site, there are a series of videos that share uplifting messages on themes like the 'Road to Happiness,' 'Positive Steps' and 'Delivering Hope.' As tissue use is synonymous with tears of both happiness and joy, this emotional marketing tactic provides consumers comfort by proving it is a brand that will be there in the good times as well as the bad.