Kleenex celebrates 100 years in business
Sectors
- Retail
Know-how
- Activation / Campaign
An anniversary operation with style
Situation & challenge
Kleenex celebrates its anNOSEversary
To mark its entry into the club of century-old brands, Kleenex wanted to offer its consumers attractive anniversary gifts via an in-store and online golden ticket operation, while at the same time reaching out to a younger target audience.
The challenge: how to reinvent this already well-known mechanism?
Strategy
Style, only
The world may have changed in 100 years, but one thing remains constant: we’ll always need tissues.
To show the French, and in particular 18-35 year-olds, just how indispensable Kleenex still is, we went looking for them via one of their greatest interests: fashion.
Creative idea
A collection ready to blow your nose
To position Kleenex as a trendy and ever more useful brand, Sweet Punk imagined Le SNORF: an iconic limited-edition accessory to keep your favorite tissues close at hand. 10 of these bags, as well as exclusive merchandise in the brand’s 100th anniversary colors, are up for grabs via a 500 golden ticket mechanism deployed in stores.
During Fashion Week, this campaign is also supported by an influence campaign with Terriblement M, a renowned fashion content creator. To seize your chance, nothing could be simpler: grab a Kleenex!
Our guidance
The SNORF, the amazing productizing
Originally, Kleenex and beauty were one and the same.
For Fashion Week, the brand is going back to its origins and launching SNORF – the mini bag made in Kleenex – the essential accessory for perfecting the style of lifestyle personalities.
An operation supported by a creative influence strategy designed to reaffirm Kleenex at the heart of trends and discussions.
Opération Ticket d'or, a competition that slips into the boxes of your favorite tissues.
For the duration of the campaign, Kleenex launched a big hunt for the golden ticket to be found in participating stores.
The reward: a chance to win exclusive gifts.
Merchandising to make you cry with laughter
Kleenex is a brand that lives with the times.
To illustrate this, there’s nothing better than a collector’s item inspired by major trends, to make its mark on pop culture and make a lasting impression on its targets.
Never without my landing page
To present the operation and manage the golden tickets, we created a dedicated landing page.
Social Media
Kleenex celebrates 100 years in digital.
To celebrate in style, the brand is supporting its golden ticket operation and the entire art direction of its collector’s merchandise in digital.
A very runny influence component
The campaign is supported by Terriblement M, a renowned fashion content creator.
The iconic SNORF
