Towel eats the fat and tells you calories saved.

We hid a piece of good news in each sheet of towel using special edible ink. Only when in contact with oil, the message is revealed, telling you just how much calories you’ve saved from its powerful oil absorption.

We cooperated with restaurants to use a cooking towel as plate and food bucket liners to surprise diners at the end of their fried chicken meals. This campaign proceeded at a restaurant in the suburbs of Seoul for three days.

49% sales growth!

Diners in the promotion excitedly shared their pictures and experiences on social networks. As a result, Kleenex Calorie Light Cooking Towel’s effective oil absorption feature went viral. Now Koreans can still enjoy their favourite fried chicken and cut back on their fat intake!

Calorie Light kitchen towel put on plates, baskets and inside boxes in restaurants, and then people can see a letter of the chicken’s calorie on bottom of the plates when they finish eating. It can be expected their immediate response from this situation (ex. surprise/happy/taking pictures of their experiences)

Koreans love fried chicken

There are more restaurants serving this deep-fried favourite in Korea(36,000) than there are MacDonald’s restaurants worldwide(35,000). And now the average Korean’s fat intake is at an all-time high of 49.7g/day. That leads 31% increase within 7 years (2007~2014).

We launched a direct promotion at chicken restaurants with specially-made cooking towels, which communicated the message when oil soaked through the towels.

Kleenex’s little known feature

Not many know that Kleenex Calorie Light Cooking Towel has a superior feature that absorbs more excess oil than ordinary kitchen towels. One sheet powerfully absorbs up to 13.9g of oil. That’s reducing calorie intake of up to 120kcal.

We set sight on promoting the product’s USP in the short term through small budget & direct promotion