Kleenex has unveiled a campaign for its new limited-edition box, designed by Sam Cox, better known as Mr Doodle.
Devised by creative agency FCB London, the ads will run across YouTube, paid social, digital display and out-of-home.
The brand is also launching a Outernet Live Doodling takeover event on 3 May, which sees Kleenex create a massive Perspex version of its tissue box. Mr Doodle will be live streamed inside the box, doodling on the walls.
A behind-the-scenes film will show Mr Doodle talking about the partnership and his inspirations.
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“Collaborating with Mr. Doodle has been an absolute pleasure,” Greg Harvey, senior art director at FCB London.
“His universally loveable artwork has helped us create something that not only makes art more accessible but also strengthens Kleenex’s identity as a brand that brings joy to the often-overlooked moments in life,” he added.
The marketing drive will continue into the summer. While the autumn will see the brand release new box designs.
“We’re excited to partner with Mr Doodle to bring his playful and imaginative designs to our Kleenex tissue boxes,” said Lauren Taylor, Kleenex brand manager.
“This collaboration transforms Kleenex into a joyful statement piece for your home. Grab a little more joy and let these unique doodle designs brighten your everyday moments.”
