Kleenex Invests £1.2M in New Hay Fever Campaign

LONDON, May 13, 2013 /PRNewswire/ --

This summer, Kimberly-Clark is investing £1.2m in support of a marketing campaign for the UK and Ireland that encourages families to reach for Kleenex Balsam tissues when hay fever strikes.  

Launching this month, the campaign aims to educate families about how hay fever causes the nose to become extra sensitive, which subsequently results in a change to the family's tissue needs. Instead of using ordinary tissues, sufferers are encouraged to switch to Kleenex Balsam. Infused with a protective balm containing calendula, Kleenex Balsam tissues soothe and protect the nose.

The creative, developed by JWT, emphasises this sensitivity. Out of home and point of sale activity will feature a set of menacing pollen jaws, drawing on the notion that nature can feel like a threat to hay fever sufferers. Three radio executions have also been created, whereby classic songs about nature and the great outdoors have been lyrically reworked to reflect the menace of pollen in nature. 

With social media activity by We Are Social, the campaign launches with a content hub on the Kleenex Facebook page, which will host all campaign information and will be used to both engage existing fans as well as capture a wider audience.

Media buying by Mindshare will see additional digital executions using mobile as the key platform. Activity will include contextually targeted display ads to appear across hay fever content online, sponsorship of the My Supermarket medicine category and pay-per-click search to ensure visibility when consumers are searching for related content.

Further digital activity will be implemented by JWT pending the pollen count. As pollen reaches a high: a partnership with Millennial Media will generate mobile display ads; pollen triggered proximity targeting with Weve will send consumers a text directing them to their nearest store, allowing real time engagement; the radio ads will also be used tactically in regions, allowing Kleenex to be reactive to conditions.

Point of sale adverts positioned outside supermarkets alongside in-store/E-commerce activity will be used to achieve standout and convert to purchase.

Jenny Beral, Kleenex Marketing, comments: "People don't always realise that hay fever makes your nose extra sensitive. We want to ensure that mums, as the key tissue shoppers, are aware of this and are providing for their family's needs by purchasing the right tissues. We are therefore encouraging people to switch and trade up from ordinary tissues to Kleenex Balsam. Through this investment we will optimise the hay fever season and hope to drive incremental sales for retailers as well."

Introduced to the market more than 15 years ago, Kleenex Balsam, with its layer of calendula balm to help soothe the nose, continues to be the number one Kleenex variant. The range includes Balsam tissues in boxes and packs and Nose and Lip Balm in a tin to keep noses and lips in good condition throughout the hay fever season.

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