Kleenex takes emotional high ground in campaign from Thinkerbell
Kleenex has launched a new campaign reimagining what “care” looks like in a modern Australian context, via its new creative agency partner Thinkerbell.
The new creative has been designed to reinforce Kleenex’s commitment to “product superiority”, while also taking the “emotional high ground” of feeling confident. It is rooted in the belief that “nothing compares to the confidence of feeling clean and cared for”.
It marks Thinkerbell’s first piece of work for Kleenex. The agency’s general manager, Phillippa Netolicky, said working on the heritage brand has been a “brilliant opportunity” to bring its philosophy of ‘measured magic’ to life.
