We overhauled the brand strategy, re-framing the target audience from buyer to user. And we turned the brand promise from functional to emotional. Our solution was to redefine the role of the brand – Kleenex went from providing control to encouraging release.

We created a new communication model, built on participation with an integrated campaign including ATL, online, PR and experiential media. Kleenex would both encourage and enable people to Let It Out.

Early results show brand share up by almost three times the target and brand warmth and appeal generated by communications doubled.

Advertising tracking for the brand film easily outdid norms:

Recognition 68 (vs 49 norm)

Enjoyment 77 (vs 55 norm)

More likely to use 51 (vs 36 norm)

And in general people loved it! Kimberly-Clark received passionate messages of support and others raved about it on Youtube. The TV soundtrack charted and the US TV Station VH1 spoofed the film with a hilarious, but bloody ending!