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

<< Previous

Introduction Contd...

The LIO campaign was appreciated by many advertising experts for its use of real people4 in its ads and for its attempt to increase consumers' involvement with the brand. Launched in December 2006, the LIO campaign was aimed at promoting Kleenex, the brand name used for several of K-C's products such as facial tissues, bathroom tissues, paper towels, and diapers. It was introduced in 1924 and had remained at the top position in the facial tissue market since then. K-C had introduced several innovative products under the Kleenex brand and had adopted good promotional strategies to keep the brand in the number one position. The brand was so successful that it became synonymous with facial tissue products and was even included in several standard dictionaries as a common noun.

The brand identity was so strong and so often used interchangeably with the commodity that it had to promote itself as the 'Kleenex brand'. "[Kleenex is] encouraging the addition of the term "tissue" or "brand tissue" to their name. It's the "Kleenex brand" of tissues; tissues being the generic term. They clearly spent plenty of money just to define the category and protect their brand name. This should serve as a good example to start-ups out there who think they want their name to become generic. It's a good problem to have in the beginning. But it's also a problem you never want to have once you're big and famous!"⁵ said Aaron Hall, Project Director, Catchword⁶...

 Excerpts >>

4] The term 'real people' is used to refer to people who were non-models.
5] Aaron Hall, "Kleenex Fights Being Generic," www.catchthis.com, June 25, 2008.
6] Catchword is a brand name development company in the US.

Custom Search

---

Fundamentals of Marketing Management Workbook Workbooks Collection	Case Studies in Marketing - Vol. II Case Study Volumes Collection	Fundamentals of Marketing Management ICMR Textbooks Collection