# Trademark Protection Campaigns Kleenex Brand Educates the Market on How Its to Be Referenced By Amy Duong | Published 2022-11-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/kleenex-brand References: [designtaxi](https://designtaxi.com/news/420988/Kleenex-Lawyers-Educate-Public-On-Correct-Way-To-Refer-To-Tissues/) & [twitter](https://twitter.com/Kleenex/status/1587821845511823361?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI)  Kleenex Brand is exercising its efforts to the market by highlighting the importance of trademark protection and does so through a unique campaign. Along with its 'lawyers,' it is thanking customers for referring to its product in the correct way as Kleenex has been used ubiquitously with 'tissues' for years. This is a response to a phenomenon known as genericide, explained by Quartz as "if a brand name becomes so common in the everyday lexicon that it turns into a generic term, the company behind it could lose its trademark value." With this in mind, the brand is pushing towards the stop of referencing the product as only a Kleenex and as 'Kleenex Brand Tissues.' Image Credit: Kleenex Brand ## Trend Insights (Trend Hunter) - Score: 1.1/10 - Popularity: 14% | Activity: 7% | Freshness: 13% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Trademark Protection Campaigns:** Brands can educate the market on the importance of protecting their trademarks through unique campaigns - **Genericide Prevention:** Companies can take preventative measures against their brand names becoming generic terms, such as encouraging correct product references - **Brand Name Recognition:** Brands can prioritize their name recognition and association with their product category to prevent genericide ### Sectors Adopting This - **Consumer Goods:** Consumer goods companies can invest in trademark protection campaigns to promote correct product references and prevent genericide - **Marketing & Advertising:** Marketing and advertising firms can work with brands on strategic campaigns to reinforce brand names and protect trademarks - **Legal:** Law firms can specialize in trademark protection for brands, helping them prevent genericide and preserve their trademark value ## Related on Trend Hunter - [Modern Tissue Brand Makeovers](https://www.trendhunter.com/trends/kleenex-branding.md) - [Art Doodle-Collaborative Napkins](https://www.trendhunter.com/trends/tissue-box-collection.md) - [Canadian-Made CPG Brand Campaigns](https://www.trendhunter.com/trends/made-by-canadians-for-canadians.md) - [Educational Cold Medication Campaigns](https://www.trendhunter.com/trends/mucinex-flip-the-script.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Skincare Investment Campaigns](https://www.trendhunter.com/trends/skinvestment.md) - [Humorously Enormous Cotton Swabs](https://www.trendhunter.com/trends/qugetips.md) - [Fruity Creative Campaigns](https://www.trendhunter.com/trends/soft-on-the-inside.md)