Kleenex launch new ‘Share the Softness’ campaign
Kleenex 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.
Credits
- Creative Agency: JWT
- Media Agency: Mindshare
- Digital Agency: Soap
Nic Christensen
Good grief – lamest.advertising.ever.
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Is this some kind of sick joke?
People ought to get fired for these atrocities.
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Good core idea, badly executed in the wrong channels.. Seems to be the way advertising works these days..
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I just want to blow my nose on this campaign
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…I just vomited a little in my mouth.
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Is this a spoof? Ooo, speaking of…
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Gag. This shiz for realz?
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WILL NOT TAKE OFF
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So much negativity!
I think it’s a really sweet message. Everyone on this feed could certainly stand to share a little more softness.
Except Wayne, guessing he’s already soft…
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I thought all the comments above were obviously from the same bitter poster.
Then I watched the ads.
Awful.
Really awful.
Really, really awful.
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It’s for tissues. Has anyone, ever, in the history of the world put that much thought or care into buying tissues?
Wow. What an expensive wank. Still at least they’ll have enough tissues about.
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I don’t know why they think people have an emotional connection to tissues. I don’t need to show someone I care about them, by offering a nicer quality tissue to blow their nose with. Absolutely absurd on so many levels, & shows a total level ignorance of how people see their product.
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