Kleenex launch new ‘Share the Softness’ campaign

KleenexKleenex will this Sunday launch a new campaign aimed at reminding consumers about the softness of their tissues and the emotional connection they have with tissues.

The campaign is built around the idea of ‘share the softness’ and invites consumers to promise an act of softness for a loved one via a virtual ‘wall of softness’ on the Kleenex website.

“The Kleenex brand is more than just Australia’s softest tissue, it’s a brand that cares about bringing softness to the lives of consumers,” said Jane McGlinchey Kleenex’s marketing manager.

As part of the campaign Kleenex has enlisted media personality Deborah Hutton, Marion Grasby from Masterchef and Shaynna Blaze from Selling Houses Australia, to feature in three 30 second television  commercials sharing their personal pledges.

“This campaign is about reminding consumers to take a step back from their busy lives and take the time to do something special for the people they care about”, said McGlinchey.

Hutton will also present a weekly report on Foxtel over the next nine weeks, where she will announce pledges that have been chosen by the Kleenex brand.

The new ‘Share the Softness’ follows on from a campaign last year in which 100,000 Australians were invited to sent a sample pack of tissues to someone they cared about.

The campaign includes new 30 second and 15 second TV ads by creative agency JWT, which will be aired nationally both free to air TV and  the Foxtel network. There will also be digital advertising, social media and in store activity.


  • Creative Agency: JWT
  • Media Agency: Mindshare
  • Digital Agency: Soap

Nic Christensen


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