Kleenex launches new gender-specific tissues in mini packs
15 June 2009 | By Popsop Team
Kleenex is to launch a new range of ‘feminine’ pocket tissues. The packaging was designed by UK-based Buddy Creative.
Kleenex brand owner Kimberly-Clark Corp. appointed the agency to create the three new packet designs without a pitch, on the strength of the consultancy’s previous work for the brand since December 2007, when it was appointed to redesign the Kleenex Collections range.
Together with Kleenex European brand manager Jennifer Rohan, Buddy identified three female markets covering all age groups. It labelled the 16- to 24-year-old sector as Peaches Geldof, the 25-44 age group as Nigella Lawson and the over-45 group as Judi Dench.
It is expected to create one replacement of packet design for the new line about once every three to six months.
The three new packs, which depict flip-flops, lipsticks and lip-prints, will go on-shelf nationwide in Boots, Superdrug, Sainsbury’s and Morrisons from 1 July.
Popsop.com
Tags: Kimberly-Clark, Kleenex, personal care
