Kleenex pushes forward with sub-brands

Kleenex Ultra Soft cleaned up the FMCG category at the Marketing Week Engage Awards 2011 and the brand has stayed fresh since thanks to innovation.


Kimberly Clark’s “Feel me, I’m gorgeous” campaign for its Ultra Soft sub-brand took home the FMCG prize at the Engage Awards for helping to reach a new audience of upmarket women. It was a “highly creative integrated campaign”, according to the judges, which included the iconic tissue dress worn by Lisa Snowdon (pictured).

The brand feels that 2011 has been a good year despite the tough economic climate and says that it has performed well by creating a product range to appeal to shoppers of all kinds.

“The key thing here is we have continued to grow in the tissue category with Kleenex and we have a broad range of products designed for all occasions,” says brand manager Christina Lecky.

She points to a smaller size box for Mansize tissues, which is seen as more accessible by consumers, as an innovation alongside Kleenex Ultra Fresh.

The brand has plans to expand beyond tissues by returning to its heritage. Originally it made a cold cream make up remover in the 1920s, synonymous and it has recently launched facial cleansing products.

For those entering the MW 2012 Engage Awards, Lecky’s advice to create a winning entry is be clear and concise and show tangible real results, for example how the communications have impacted the business and the brand.

If you have created an outstanding marketing strategy for FMCG this year then make sure you enter the 2012 Engage Awards. Click here for more details.

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