Kleenex Extends its Messages of Care With Personalized Tissues
Jana Pijak — February 16, 2016 — Marketing
References: kleenex
Following its widely popular 'Messages of Care' campaign, Kleenex is letting website visitors create a set of personalized tissues that they can share with friends or family members. This unique marketing strategy first gained attention when the brand released its Messages of Care television spots and social media campaign. In addition to the promotional examples, Kleenex launched a web-based simulator that can be edited to create personalized tissues with messages that will brighten one's day.
The simulator lets online shoppers create a tissue box that is customized and sent to the recipient of their choice -- a simple and sentimental gift for a friend or family member who is going through a hard time. While the act of crying has often been a taboo subject among major brands, Kleenex's honest approach to human emotions makes this campaign authentic and easy to relate to.
The simulator lets online shoppers create a tissue box that is customized and sent to the recipient of their choice -- a simple and sentimental gift for a friend or family member who is going through a hard time. While the act of crying has often been a taboo subject among major brands, Kleenex's honest approach to human emotions makes this campaign authentic and easy to relate to.
Trend Themes
1. Personalized Product - This trend is an opportunity to create new products that allow for personalization and customization, such as personalized clothing and accessories, or personalized home decor.
2. Emotional Marketing - This trend is an opportunity to create marketing campaigns that tap into people's emotions and connect with them on a personal level, such as campaigns that focus on mental health or self-care.
3. Web-based Simulators - This trend is an opportunity to create web-based simulators that allow customers to create and visualize custom products before ordering, such as simulators for personalized furniture or vehicles.
Industry Implications
1. Personal Care - This industry can create more personalized products that cater to the emotional needs of customers, such as personalized care packages and gift sets.
2. Gift and Souvenir - This industry can create customizable products that allow customers to create sentimental gifts for their loved ones, such as personalized jewelry or artwork.
3. Advertising and Marketing - This industry can create emotional marketing campaigns that focus on human emotions and address taboo subjects, such as campaigns that promote mental health or diversity.
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