Kleenex - Let It Out
509-088-1
ICMR Center for Management Research
Kleenex ‘Let it Out’ Campaign: Increasing Consumer Involvement with a Low-involvement Product
This case was written by Debapratim Purkayastha, ICMR Center for Management Research (ICMR). It was compiled from published sources, and is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation.
2009 ICMR Center for Management Research
ICMR, Plot # 49, Nagarjuna Hills, Hyderabad 500 082, India Email: info@icmrindia.org. www.icmrindia.org ecch the case for learning
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509-088-1
Kleenex „Let it Out‟ Campaign: Increasing Consumer Involvement with a Low-involvement Product
“Kleenex, selling the (let’s face it) boring product of facial tissue, has managed to create a major brand boost with its “Let it out” campaign. What’s the hook? Emotional branding... Kleenex has taken a boring product and, by focusing on the emotional experiences people have when interacting with that product, created a much stronger brand presence.”1
- Cairril.com Design & Marketing2, in 2007.
INTRODUCTION
Banking on the euphoria associated with the Olympic Games in the US, Kimberley-Clark Corporation (K-C), a leading American consumer packaged goods company, released a documentary movie to coincide with the Beijing Olympics in 2008. The movie sought to build an emotional connect between K-C‟s superbrand Kleenex and the target audience and was part of its „Let It Out‟ (LIO) campaign launched at the end of 2006 to rejuvenate the brand. According to Mark Zander, Marketing Manager for UK and Ireland, Kleenex, “The idea behind the „Let It Out‟ campaign is to try and create an emotional affinity between the
ICMR Center for Management Research
Kleenex ‘Let it Out’ Campaign: Increasing Consumer Involvement with a Low-involvement Product
This case was written by Debapratim Purkayastha, ICMR Center for Management Research (ICMR). It was compiled from published sources, and is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation.
2009 ICMR Center for Management Research
ICMR, Plot # 49, Nagarjuna Hills, Hyderabad 500 082, India Email: info@icmrindia.org. www.icmrindia.org ecch the case for learning
Distributed by ecch, UK and USA www.ecch.com
All rights reserved
Printed in UK and USA
North America t +1 781 239 5884 f +1 781 239 5885 e ecchusa@ecch.com
Rest of the world t +44 (0)1234 750903 f +44 (0)1234 751125 e ecch@ecch.com
509-088-1
Kleenex „Let it Out‟ Campaign: Increasing Consumer Involvement with a Low-involvement Product
“Kleenex, selling the (let’s face it) boring product of facial tissue, has managed to create a major brand boost with its “Let it out” campaign. What’s the hook? Emotional branding... Kleenex has taken a boring product and, by focusing on the emotional experiences people have when interacting with that product, created a much stronger brand presence.”1
- Cairril.com Design & Marketing2, in 2007.
INTRODUCTION
Banking on the euphoria associated with the Olympic Games in the US, Kimberley-Clark Corporation (K-C), a leading American consumer packaged goods company, released a documentary movie to coincide with the Beijing Olympics in 2008. The movie sought to build an emotional connect between K-C‟s superbrand Kleenex and the target audience and was part of its „Let It Out‟ (LIO) campaign launched at the end of 2006 to rejuvenate the brand. According to Mark Zander, Marketing Manager for UK and Ireland, Kleenex, “The idea behind the „Let It Out‟ campaign is to try and create an emotional affinity between the
References: October 14, 2008. 2. Rohit Bhargava, “Kleenex Premieres Olympic Documentary “Let It Out”,” www.rickliebling.com, August 12, 2008. 3. Aaron Hall, “Kleenex Fights Being Generic,” www.catchthis.com, June 25, 2008. 4. “Kleercut Campaign Keeps Spoofing Kleenex,” www.latimesblogs.latimes.com, March 24, 2008. 5. Karl Greenberg, “Kimberly-Clark Leverages Olympics Emotion for Kleenex Film,” http:/publications.mediapost.com, March 12, 2008. 6. “Kleenex,” www.talkingretail.com, February 28, 2008. 7. “Kleenex in £2.3m Brand Campaign,” www.talkingretail.com, December 12, 2007. 8. Louis Lou, “Kleenex Let it Out Campaign,” http:/thinknolimit.blogspot.com, May 31, 2007. 10. Christine Champagne, “True Confessions: Real-People Ads Let it All Hang Out,” www.adweek.com, March 26, 2007. 11. Marc Longpre, “Kleenex Gets Emotional with „Let it Out‟ Nationwide Push,” www.prweekus.com, March 8, 2007. 12. Ellen Byron, “Can Re-engineered Kleenex Cure Brand‟s Sniffles?” www.post- gazette.com, January 22, 2007. 13. “Kleenex to Let It Out with Starfadu,” www.duncans.tv, January 10, 2007.