Kleenex teams up with Ronnie Ancona to cheer up cold suffers

Kleenex is undertaking a novel marketing wheeze with impressionist Ronnie Ancona, who is providing cold and flu sufferers with supportive messages in the style of Audrey Hepburn and other celebrities.

Ronnie Ancona: fronts Kleenex campaign
Ronnie Ancona: fronts Kleenex campaign

The Kimberley-Clark owned brand has launched Kleenex Balsam Coldline, a dedicated hotline for cold and flu sufferers.

The Coldline will offer words of sympathy and comfort from some of the nation's most soothing voices – including Audrey Hepburn, Cheryl Cole, Ruby Wax, Lorraine Kelly and Jennifer Saunders – voiced by Ancona.

The campaign is being supported with a microsite and will be promoted via social media, handled by We Are Social.

The Coldline has been launched in response to research, which revealed that 47% of people don't feel they get enough sympathy when feeling under the weather.

Ancona said: "When I get a cold I want sympathy, which is often sadly lacking from friends and family. I'm not the only one, evidently nearly half of us feel neglected when under the weather and would like some TLC."

In May this year, Kleenex rolled out a social media campaign, to provide hayfever sufferers with expert medical advice via Facebook and Twitter.

Follow Sarah Shearman on Twitter @shearmans

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published