Kleenex 'Let It Out' Campaign: Increasing Consumer Involvement with a Low-involvement Product

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"Kleenex, selling the (let's face it) boring product of facial tissue, has managed to create a major brand boost with its "Let it out" campaign. What's the hook? Emotional branding... Kleenex has taken a boring product and, by focusing on the emotional experiences people have when interacting with that product, created a much stronger brand presence." ¹

- Cairril.com Design & Marketing², in 2007.

Introduction Banking on the euphoria associated with the Olympic Games in the US, Kimberley-Clark Corporation (K-C), a leading American consumer packaged goods company, released a documentary movie to coincide with the Beijing Olympics in 2008. The movie sought to build an emotional connect between K-C's superbrand Kleenex and the target audience and was part of its 'Let It Out' (LIO) campaign launched at the end of 2006 to rejuvenate the brand.

According to Mark Zander, Marketing Manager for UK and Ireland, Kleenex, "The idea behind the 'Let It Out' campaign is to try and create an emotional affinity between the consumer and Kleenex tissues. By establishing this emotional bond we hope to make the tissue much more than just a product but rather an indispensable aid to help people let their emotions out."³

Kleenex 'Let It Out' Campaign: Increasing Consumer Involvement with a Low-involvement Product - Next Page>>

1] "Is your business boring? Let It Out™!" www.cairril.com, April 2007.
2] Cairril.com Design & Marketing is a Bloomington, Indiana, USA-based brand consultancy firm.
3] "Kleenex to Let It Out with Starrfadu," www.duncans.tv, January 10, 2007.

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