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.
The campaign has been developed to drive demand across both the toilet paper and facial tissue portfolios.
According to Margaret Cheung, head of marketing – family care and professional at Kimberly-Clark ANZ, the goal was to evolve to meet modern audiences.
“Our goal was to evolve the Kleenex brand with a message that unites functional superiority with emotional resonance,” she said in a media release on Tuesday. “Reinforcing our commitment to helping families feel confident, clean, and cared for — whenever and wherever they need it.”
Speaking to modern Australian families, the campaign pushes the message that choosing Kleenex is “choosing the very best care”. It is targeting families with little kids in particular, by leaning into an upcoming national event, Book Week, organised by the Children’s Book Council of Australia.
Sesh Moodley, ECD at Thinkerbell, said Book Week provided a good base for the new work. This year’s theme is ‘Book An Adventure’, which he said the hero films capture.
“With Book Week as a playful thread we see everything from proud toilet wins to kids powering through in full costume,” Moodley said in the release.
“Whether it is a sniffly wolf or a mission success moment for a little astronaut, Kleenex is right there helping them feel ready for their big moment.”
The campaign is live across TV, cinema, online video, OOH, and social channels.
Kleenex has also recently launched an awareness campaign in partnership with Bowel Cancer Australia for Bowel Cancer Awareness Month, encouraging Aussies to “break the taboo and check their poo”, via its earned partner We Are Different.
The brand’s loo rolls feature printed messages on the cardboard to direct Aussies to a ‘poo check’ website, urging them to check for bowel cancer symptoms and take action.
Credits:
Agency: Thinkerbell
Client: Kleenex
Production: Photoplay
Director: Melvin Montalban
Photography: Nick Bowers
Post Production: Photoplay
Music Composition and Sound: Massive Music
Media agency: OMD
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