Kleenex runs pop-up print ads across IPC portfolio

IPC Media has teamed up with Kleenex to launch a pop-up print ad and sampling campaign featuring Lisa Snowdon across its women’s and home interest titles.

The campaign was developed by IPC Innovator, IPC’s centralised insert and cross-platform direct response division, media agency Mindshare and Alderson Print Group and the ad will appear in May editions of Marie Claire, Woman & Home, Homes & Gardens, Ideal Home and Living.

The ad for Kleenex Ultra Soft tissues features a four-page glossy card and carries the strapline “It’s like 80 little pashminas in a box”. When the card is opened, a full-size replica tissue box containing a sample pops up with the strapline: “Feel me, I’m gorgeous”.

Snowdon is seen modelling a dress made of tissue.

Kleenex brand manager Martina Jezdikova says the ad was created to get the product into consumers’ hands.

IPC recently relaunched its weekly music magazine, NME, with a new logo, design and editorial content.

The launch issue featured 10 different covers starring Jack White, Rihanna, Kasabian, Foals, MIA, Magnetic Man, Florence + the Machine, LCD Soundsystem, Laura Marling and Biffy Clyro. http://www.marketingweek.co.uk/news/nme-to-relaunch-as-%E2%80%9Cheavyweight%E2%80%9D-music-mag/3011894.article

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