Kimberly-Clark is supporting the launch of its softest ever facial tissues with a major departure in the packaging of its Kleenex Ultra Soft brand. The new packaging, created by strategic design agency Anthem Worldwide, replaces the iconic Kleenex logo which is usually featured boldly on the prominent oval device at the top of the box with the words ‘Feel me’ in Kleenex’s distinctive joined-up font.
This unexpected typographical approach is designed to impress upon consumers that the newly launched Ultra Soft tissues are really special, THE softest Kleenex tissues ever made. New Kleenex Ultra Soft tissues are being launched in January 2010.
To support the ‘Feel me’ positioning, the words ‘i’m gorgeous’ are featured below, within the oval, underpinned with the phrase ‘New Kleenex Ultra Soft Tissues’, using the traditional Kleenex logo.
As part of this project, Anthem Worldwide’s UK office was briefed not only to generate real excitement and interest beyond the current consumer experience of this sector, but also to position Kleenex Ultra Soft tissues, with their softness and premium pricing, as an ‘everyday indulgence’. To capture this visually, the tissue boxes feature a luxurious material background.
The new packaging has been designed for the regular and mansize boxes in the UK and Europe and a pocket pack and multipack outer have also been developed for mainland Europe only. In addition, Anthem Worldwide has designed a sample pack which will be distributed at numerous sampling activities to support the launch.
Once new Kleenex Ultra Soft has been established in market for six months, the look and feel of the packaging will remain the same but the ‘Feel me logo’ will revert to the Kleenex logo.