Kleenex Luxury Collection
The throne room
Because brought in a team of brand ambassadors to educate consumers on Kleenex’s softness, absorbency and overall luxurious feel.
The challenge: 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. Kleenex 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.
Results:
385% sales uplift
11K unique engagements with the product
3.5K flyers distributed
Kleenex Luxury Collection
The throne room
Because brought in a team of brand ambassadors to educate consumers on Kleenex’s softness, absorbency and overall luxurious feel.
The challenge: 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. Kleenex 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.
Results:
385% sales uplift
11K unique engagements with the product
3.5K flyers distributed