Kleenex Essay

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Kleenex Tissue “Let It Out” Campaign Universitas Indonesia Faculty of Social and Political Science Kanya Kamili Ajeng Savitri Reza Fahlevi I. Kleenex Background Story Kleenex is a brand name for a variety of paper-based products such as facial tissue, bathroom tissue, and paper towels. The name Kleenex is created by Kimberly-Clark Worldwide, Inc in 1924 as the first western facial tissue to remove make up. It was a disposable substitute for face towels. They first promote their product in 1925 in the magazine. And they keep building the image of Kleenex tissues, in 1943 Kleenex began using the Little Lulu cartoon character to popularize the brand. Now the products are produced in 30 countries and sold in more than 170 countries. II. “Let It Out” Campaign Kleenex were facing a declined face from the costumer, so they start launching a campaign called Let It Out Campaign to raise their product back to the top position. The idea of the campaign was simple, the role of Kleenex tissues is not control of emotion, but facilitation of emotional release. They conducted research about the campaign. They surveyed 3,400 American man and women over 18 years old in online interviews in January 2007, and found that 15% of Americans says that they let their feeling out often, and the rest kept their feeling to themselves or only show it to their close friends. The execution of the campaign are they first put a blue couch in the center of crowds in a big city. Then they let a strangers sit and talk about their stories and life to the host. And the host ask them with the several question and persuade them to talk more deeply and share their feelings, so they will cry and become emotional. The host finally give a Kleenex tissues to them to wipe their tears. And that’s when the messages been delivered to the costumers that

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