Kleenex: The Saga of a Super Brand

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Case Details:

Case Code : MKTG198
Case Length : 17 Pages
Period : 2006-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : Tourism Australia
Industry : Consumer Packaged Goods
Countries : Europe/USA

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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 Contd...

Criticism and the Kleercut Campaign

While it enjoyed the market leadership in the tissue products market on the one hand, Kimberly had to face allegations regarding the destruction of ancient forests for manufacturing its disposable facial tissues, on the other. These allegations had been leveled against the company since 2004. Environmental protection groups like Greenpeace and NRDC accused Kimberly of damaging the environment and misleading the public about its business practices...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

A Bunch of Lies?

Kimberly was also accused by the Environmental protection groups of misrepresenting facts and misleading its stakeholders and the public. Greenpeace accused Kimberly of 'shamelessly' using virgin fiber instead of recycled fiber. Kimberly retorted by saying that the use of virgin fiber was necessary to give the consumers the superior softness that was expected from a superior tissue brand like Kleenex...


Riding on success of the 'Let it Out' campaign, Kimberly said that it was planning to increase its ad spend further for the year 2008 as it had done for the year 2007. A significant part of this would go towards defining the category and protecting the Kleenex brand name, analysts felt. The company also planned the biggest ever new product roll out under the Kleenex brand for the year 2008. As part of its advertising strategy, Kimberly planned to promote Kleenex by producing a documentary based on its 'Let It Out' campaign...


Exhibit I: Logo of Kleenex
Exhibit II: Key Financials of Kimberly
Exhibit III: One of the Earliest Kleenex Ads Featuring Little Lulu
Exhibit IV: Images from the 'Let It Out' Campaign
Exhibit V: Net Sales of Kimberly from 2003-2007 (In US$ billion)
Exhibit VI: Kleenex & the Top Ten Grocery Brands in the UK
Exhibit VII: Images of Greenpeace Ads Criticizing Kimberly
Exhibit VIII: A Screen-shot of the Kleercut Website

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