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

            
 
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Case Details:

Case Code : MKTG226
Case Length : 13 Pages
Period : 2006-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Kimberly-Clark Corporation
Industry : Consumer Packaged Goods
Countries : USA; UK

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Excerpts Contd...

Results

Kleenex derived good results from the LIO campaign. The new campaign helped K-C in reaching customers who had been hard to reach earlier. Industry observers said that the LIO campaign was a big success and that it had led to a significant growth of the Kleenex brand in the year 2007...

The Other View

But the new ad campaign was not without its share of critics. Some experts criticized the way the campaign was conducted. Some opined that it had missed the core goal of product advertising, which was to increase the acceptability of the product by the customer...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Looking Ahead

As of 2009, K-C was looking forward to launching a number of Kleenex products and expected the emotional connection it had created with the LIO campaign to result in the success of these new products...

Exhibits

Exhibit I: Key Financials of Kimberly-Clark
Exhibit II: Kimberley-Clark: A Timeline
Exhibit III: Kleenex: A Timeline
Exhibit IV: Consolidated Net Sales of K-C by Business Segment: 2005-2008
Exhibit V: Kleenex & the Top Ten Grocery Brands in the UK


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