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Kleenex searches for new animal brand ambassador in latest campaign

Kleenex has been running a brand campaign to find a new ‘spokes-animal’ for its new toilet paper product, Kleenex Complete Clean, after allegedly reconsidering the role of its long-standing puppy.

Created by J Walter Thompson, the first ad shows a man holding well-known ambassador, the Kleenex Puppy, before saying that the “superior toilet paper” may need a “superior spokes-animal”. The ad suggests the brand has doubts the puppy can continue to represent the new toilet paper, and goes on to tell consumers it will be holding auditions for a new spokesperson.

Since then, a series of animal mock audition videos have been shared on Facebook, with the public invited to have their say on who they think should be the new face of the brand.

While Kleenex was auditioning the new animals, comedian Dave Hughes was commissioned to fight for the Kleenex Puppy, pleading his case on Channel Nine’s Today and through social.

A spokesperson from Kleenex told Mumbrella: “In the spirit of fairness, we wanted to give the Kleenex puppy a chance to retain the top job, so we enlisted Dave Hughes (an Aussie icon himself) to put the pup through its paces, to see if it still has what it takes to represent soft, strong and absorbent. Hughesy filmed the audition video at home with the puppy which kicked-off the #savekleenexpuppy campaign.

“We are still reviewing public sentiment for the puppy and the other candidates, and will have a decision about our superior spokes-animal in coming weeks.

“The intent of the superior spokes-animal campaign is to bring some fun and engagement to the toilet tissue category, auditioning animals that bring to life the soft, strong and absorbent attributes of the new Kleenex Complete Clean product. The outcome of the campaign will be announced shortly.”

Credits:

  • Creative – JWT
  • PR – Edelman PR
  • Social – Resolution
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