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Kleenex Luxury Collection: The Throne Room

Bathroom experience transformed into one of ultimate pampering delight

Kleenex wanted to educate consumers on the soft, premium feel of its luxury toilet tissue collection by driving trial and raising awareness through shopper marketing. The in-store experiential activity would be a continuation of the brand’s above-the-line campaign, The Throne Room, showcasing the new collection’s luxury proposition through TV advertising, online display advertising and shareable videos.


Brand loyalty in the toilet paper category is challenging, with many customers drawn to promotional, price-marked packs at the shelf. This means that the premium paper sector only accounts for 10% of overall category sales. Because was brought on board to tangibly drive the collection’s luxury message in-store and encourage same day purchase without discount coupons through a value-led proposition. As toilet paper is a very personal and functional product, the team had to be creative to bring excitement and fun to the aisle.

We brought in a team of brand ambassadors to educate consumers on Kleenex’s softness, absorbency and overall luxurious feel. Dressed in butler-style attire in striking waistcoats and bow ties, our teams intercepted shoppers at the shelf to drive trial with two SKUs – Aloe Vera and Clean Sensation – presented on a gold tray to enhance the luxury cues. This put the Kleenex front-of-mind and encouraged a trade up to a more premium product. To reinforce the campaign creative, the activity was supported by a large Kleenex throne to add a sense of theatre. The campaign increased brand awareness and trust through memorable consumer interactions.

385%
sales uplift
11K
unique engagements with the product
3.5K
flyers distributed