Kleenex 'Let It Out' Campaign: Increasing Consumer Involvement with a Low-involvement Product

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Case Details:

Case Code : MKTG226
Case Length : 13 Pages
Period : 2006-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Kimberly-Clark Corporation
Industry : Consumer Packaged Goods
Countries : USA; UK

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Background Note

K-C is a leading American consumer packaged goods company with a presence in 150 countries. The company's global headquarters is in Irving, Texas, USA. It is well known for its paper-based consumer goods and has a number of strong brands such as Kleenex, Cottonelle, Kotex, Huggies, Depend, Scott, etc...

The Challenge

In 2001, low-priced private-label products from the big retailers started to affect the sales of Kleenex. The unit sales of Kleenex branded tissue products fell by 9.7 percent in 2006 while the overall sales of tissue products of the industry fell by 6.1 percent during the same period...

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'Let It Out' Campaign

The advertising campaign featured a vibrant blue couch put up on the sidewalks in big cities on which people (total strangers) were invited to sit down and express their emotions. They were asked to talk about something that had made them cry...

The Movie

With the initial response to the campaign being good and some industry observers crediting it with improving the Kleenex brand's image in 2007, K-C increased its ad spend further for the year 2008. It came out with a documentary in August 2008 based on its LIO campaign...

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