Kleenex is aiming to ‘Save the Sleeve’ with its latest integrated brand campaign, developed in partnership with creative agency FCB Inferno.
Led by a hero spot that pokes fun at the various ways in which people deal with runny noses – without a tissue to hand – the campaign will run across TV, video-on-demand, social media, digital and out-of-home.
“Our new Grab Kleenex positioning means we don’t live in life’s special moments. We live in the real, messy, unglamorous ones we face every day,” Kimberly-Clark marketing director UK & Ireland, Matt Stone said.
“We’ve all been caught without a tissue when we needed one. Save the Sleeve is a bold and simple reminder to be prepared for whatever life (or your nose) throws at you – because your sleeve is no substitute.”
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
Centred around the strapline ‘Grab a Kleenex’, the creative humorously explores different scenarios of people ruining perfectly good sleeves for want of a handy balsam tissue.
FCB Inferno creative director, Ben Usher added: “Not many brands would dare show that there can be beauty in a bogey hanging off a little girl’s nose. There’s real creative power in reflecting moments that feel true to people.
“That’s what we wanted to do with the ‘Save the Sleeve’ campaign. First make you smile as you see these raw, sometimes gross human behaviours in all their glory. And then make you realise that maybe you need a Kleenex in your pocket more than you thought.”
