J. Walter Thompson has developed a new print campaign for Kleenex
facial tissues, which uses humour to demonstrate how handy the tissues
The new ads follow on from the global 'Thank goodness for Kleenex' TV
advertising, which ran in the UK and Ireland at the beginning of the
The campaign comprises four print executions: 'pigeon', 'hot dog',
'mobile' and 'public loo'. They aim to highlight some of the situations
in which people would be at a loss without their Kleenex Pocket
'Pigeon' sees the bird perched on a lamppost targeting a pedestrian
about to walk underneath. 'Mobile' shows a text message from a partner
announcing that they have met someone else.
'Public loo' simply shows an empty toilet roll dispenser. All of the ads
carry the strapline: 'Thank goodness for Kleenex.'
'This is the first ever significant Kleenex advertising outside of the
normal winter TV campaign and represents not only a significant
investment in the Kleenex brand, but also in growing the total facial
tissue category,' John Waters, the managing director for Kimberly-Clark
UK and Eire, said.
The campaign will break next week, and will appear in major
The ads were written by Angela Savidan and art directed by Annie
Jenny van Sommers shot 'mobile' and 'public loo', and Henrik Knudsen
shot 'pigeon' and 'hot dog'. Media planning and buying is through