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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Winner's Curse? Contd...

Kimberly was the first company to manufacture and market facial tissue products. The Kleenex brand was so successful that it became synonymous with the 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' (Refer to Exhibit I for the logo of Kleenex). Kleenex accounted for nearly 10 percent of Kimberly's total sales revenue as of January 2007.6

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

But from 2001, low-priced private-label products from the big retailers started to affect the sales of Kleenex, The new campaign was intended to rejuvenate the Kleenex brand and increase awareness about the brand among new consumers.

The campaign involved a series of advertisements in multiple media channels showing the people sharing their emotions by talking about what made them cry. A blue couch was placed on the sidewalks of major cities where the people were invited to sit down and share their emotions with a host.

A pack of Kleenex facial tissues was placed before the person to help him/her to wipe his/her tears. People who expressed their emotions in an ad-worthy way were given small rewards and the shot was used in the television advertisements and posted on the Internet...

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6] Ellen Byron, "Can Re-engineered Kleenex Cure Brand's Sniffles?" www.post-gazette.com, January 22, 2007.


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