Linford Christie fronts Kleenex for men ad

Kleenex has signed up Olympic gold medallist Linford Christie to push its new tissue product aimed at men.

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Kleenex Pockets are ultra-thin packs of tissues designed to easily fit into men’s trouser pockets. The campaign, created by Partners Andrews Aldridge, uses the tagline “I’ve got a tiny packet”.

Christie, currently appearing in I’m a Celebrity… Get Me Out of Here!, was chosen for the campaign because of his reputation as “the lunchbox”, a reference to the bulge in his lycra shorts.

Kleenex is targeting young men with the campaign to persuade them to purchase tissues during the cold and flu season.

Press and outdoor ads will launch on 2 December, supported by a large-scale sampling campaign in men’s magazines.

Kleenex assistant brand manager Chrissy Lecky says: “The new slim-line pack will easily and discreetly slip into any pocket, meaning men can keep tissues close to hand wherever they are.

“And who better to act as ambassador for our new tiny packets than Linford, a man famed for his impressive body.”

Media planning and buying is handled by Mindshare, while MHP Communications is in charge of PR activity.

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.

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