Kleenex launches new campaign to ‘Save the Sleeve’

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.”


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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.”

AgenciesBrandsCreative and CampaignsNews

10 Comments. Leave new

  • The commercial with the kid an bubble in his nose is disgusting, I would like to know who could approve these bad commercials, Kleenex should find a new advertising agency

    Reply
  • Bubble nose is disgusting. I will not buy Kleenex.

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  • I love the “bubble” nose ad. The look of total disgust on the adult’s face is priceless! Every time my husbnd hears me giggling while watching TV, he yells out “Must be that Kleenex commercial again”! I absolutely love “true-to-life” commercials. Much better than dancing because any number of diseases have been cured or under control, or housecleaning dancing – now, those “disgust” me!
    Keep up the good work!

    Reply
    • I think the snot bubble ad is offensive. The disgusted look on that mothers face humiliates the poor kid. Several of my friends agree.

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  • Ok but is the snot bubble adult actor, supposed to be the kids Mom or Dad?

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  • It’s suppose to be the Dad

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  • The bubble nose kid commercial…DISGUSTING!!!!!!!!

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  • Who on earth thought this was an ok ad, absolutely disgusting, made me feel sick. Will consciously search out other brands of tissues as a result.

    Reply
  • Pull this ad, it’s horrible and unnecessary. Nobody sleeves their snot, tissues gave been around for years. We cannot watch the ad, turning away from the TV when on.

    Reply

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