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CASE STUDY: Kleenex's tissue re-launch with man size success

Provided by smp
Kleenex man sized tissue repackaged their product into a new smaller box using instore promotion, featuring a competition.

What was the Challenge / Background of the Campaign?

Kleenex were repackaging into a smaller box. A key barrier to purchase had been the old pack size - people thought it too big and bulky to place them around the house.

What was the Campaign Objective?

We needed to reassure the consumer that the actual tissue size and numbers had not changed. The new box could now fit more easily into rooms around the home.

What was the Solution?

Bespoke in-store theatre activity which toured Tesco's head office and 50 stores accross the UK. Shoppers were engaged in the foyers of Top Extra stores and invited to take part in a treasure hunt around the store. Promotional banners were placed in various locations around the store which revealed where packs of Kleenex® Mansize could be hidden around the home. Shoppers then had to fill out a leaflet with as many of these locations as possible. The Daily prize draw enabled shoppers to win the cost of their shopping.

What were the Results?

Consumers were engaged at the stand and invited to count the number of packs on the leaflet or guess where the compact packs were hidden around the store. The client has requested all result remain confidential.

What were the Key Learnings of this Campaign?

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BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100k.
25 - 34
35 - 44
45 - 54
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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