Cannes Lions

KLEENEX FACIAL TISSUES

J WALTER THOMPSON PUERTO RICO, San Juan / KIMBERLEY CLARK / 2004

Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Description

Fake baby food spills were placed on the dashboard of Ford Freestars, (a known family vehicle), inside Ford dealers. As soon as the mother (the buyer) entered the vehicle she noticed the spill, touched it, turned it over, and read the message 'Thank goodness there is Kleenex. (Look for them in your glovecompartment)'. Then she opened the glove compartment and found a large packet of a Kleenex for her to use when a real spill occurs. This scenario transported the mother to an every day problem making her more receptive to a new solution.

Outcome

After seeing the piece, the mothers commented on how they would start to consider Kleenex when they need to clean messes in their car or anywhere. Such comments revealed that we had accomplished our goal on expanding Kleenex usage in the minds of our target.

Similar Campaigns

12 items

The KC Way

MINDSHARE, Miami

The KC Way

2017, KIMBERLEY CLARK

(opens in a new tab)