Kleenex Employs Experiential Brand Marketing to Create Ease
Laura McQuarrie — June 4, 2015 — Marketing
References: kleenex.au & campaignbrief
With a unique experiential brand marketing stunt, Kleenex introduced its Cottonelle Flushable Cloths to the people of Sydney as "a new level of clean."
Taking this phrase quite literally, XPO Brands set up the 'Kleenex High Rise Experience,' which made people feel as though they are on top of the world. The inside of the 'Skyloo' was decorated with skylines on the walls and an aerial view on the floor, creating the illusion that those inside were standing somewhere high in the sky.
The aim of the stunt was meant to show that by combining dry toilet paper with the Kleenex Cottonelle Cleansing Cloths, new levels of luxury and comfort are reached. Bathroom talk and heights are two things that often make people highly uncomfortable, but this experiential stunt makes both bearable.
Taking this phrase quite literally, XPO Brands set up the 'Kleenex High Rise Experience,' which made people feel as though they are on top of the world. The inside of the 'Skyloo' was decorated with skylines on the walls and an aerial view on the floor, creating the illusion that those inside were standing somewhere high in the sky.
The aim of the stunt was meant to show that by combining dry toilet paper with the Kleenex Cottonelle Cleansing Cloths, new levels of luxury and comfort are reached. Bathroom talk and heights are two things that often make people highly uncomfortable, but this experiential stunt makes both bearable.
Trend Themes
1. Experiential Brand Marketing - Kleenex's unique experiential brand marketing stunt is a disruptive innovation opportunity for companies looking to create immersive experiences for their customers.
2. Luxury Personal Care - Combining dry toilet paper with cleansing cloths, like Kleenex's Cottonelle Flushable Cloths, can be a disruptive innovation opportunity in the luxury personal care industry.
3. Comfort-focused Advertising - Kleenex's use of comfort-centric advertising to promote their products is a disruptive innovation opportunity for companies in the personal care industry seeking to connect with consumers on a more emotional level.
Industry Implications
1. Personal Care - Kleenex's experiential brand marketing and focus on comfort make it a disruptive innovation opportunity within the personal care industry.
2. Marketing and Advertising - Experiential brand marketing, like Kleenex's High Rise Experience, can be a disruptive innovation opportunity for companies in the marketing and advertising industry.
3. Event Planning and Management - Kleenex's experiential brand marketing stunt is a disruptive innovation opportunity for companies in the event planning and management industry looking to create memorable experiences for their clients.
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