Table of Contents
- 0.1 A New Era for an Iconic Brand
- 0.2 From Functional to Emotional
- 0.3 Unifying Visual Identity
- 0.4 The Impact of Emotion in Advertising
- 0.5 A Unified Brand Presence
- 1 How has Kleenex’s shift to emotional marketing altered consumer perceptions of the brand, and what implications could this have for future marketing strategies in similar industries?
Kleenex Rebrands for 100th Anniversary, Embraces Emotional Messaging
Kleenex, the iconic brand synonymous with facial tissues, is stepping into its century milestone with a bold new approach, aimed at strengthening its brand presence in a competitive market. With a fresh visual identity and an emotional marketing campaign, Kleenex is not just commemorating its past but redefining how it connects with consumers today.
A New Era for an Iconic Brand
Kleenex, celebrated for its status similar to that of household names like Band-Aid and Tupperware, has faced challenges in maintaining its individuality amidst a sea of generic tissue products. As consumers often substitute Kleenex with other paper products or even their shirt sleeves, the brand’s campaign seeks to shore up its identity.
On the occasion of its 100th anniversary, Kleenex has unveiled a new global visual identity designed to establish brand cohesion across diverse markets while infusing a compelling personality into its image. Jennifer Kasmarick, director of creative excellence for Kleenex, stated, “We wanted to think about how we could update our visual identity to help that story really land with impact. One of our main objectives was to infuse more meaning and personality into how we show up and create a really distinctive look and feel for the brand.”
From Functional to Emotional
This latest marketing push marks a deliberate shift in Kleenex’s messaging strategy. Rather than focusing solely on the functional aspects of its products, the new campaign emphasizes emotional connections, with a core promise centered on “helping people find strength in moments of everyday vulnerability.”
“Our aim is to resonate with consumers’ emotions — to be there not just during cold and flu season but during significant moments in their lives,” Kasmarick added. The rebranding strategy has catalyzed an opportunity to engage consumers on a deeper level, reflecting the myriad of scenarios where Kleenex products come into play.
Unifying Visual Identity
Kleenex’s rebranding also entails a cohesive visual identity that consolidates different logo versions used globally over the years. The new design includes a crown device housing the wordmark, symbolizing Kleenex’s iconic status, alongside a royal blue anchor color and a bespoke serif font crafted by type designers Alec Tear and Lewis Macdonald. According to Andy Baron, executive creative director at Turner Duckworth, “Every square inch of the new visual identity is designed to reinforce the brand’s category leadership through a suite of carefully designed distinctive assets.”
The Impact of Emotion in Advertising
This refreshed brand identity recently debuted on North American television and digital channels, launching with an emotional ad titled “The Big Day.” This poignant spot reflects the tender moments associated with a child’s first day of school, capturing the bittersweet emotions parents experience. The voice-over compels viewers: “You expected tears at drop-off. You didn’t expect them… to be yours.”
John Starkey, president of family care at Kimberly-Clark, elaborated on the marketing’s emotional focus: “We developed three new creative spots that demonstrate Kleenex is there to provide strength in raw, human, and vulnerable moments.” The goal is to create lasting memories within consumers’ minds, showcasing how they use Kleenex during laughter, tears, and everything in between.
A Unified Brand Presence
Alongside TV and online advertisement campaigns, Kleenex’s new visual identity extends into out-of-home advertising and brand merchandise. This initiative allows Kleenex to reassert its presence across multiple channels, ensuring a consistent and recognizable brand image. Kasmarick remarked on this opportunity, asserting, “There’s a huge opportunity to build that mental memory structure. As an iconic brand, we want to show up in a consistent and iconic way.”
As Kleenex marches forward into its next century of service, the emphasis on expressive and heartfelt marketing may redefine its position in consumers’ lives. With the evolution of its brand identity, Kleenex aims to not only retain its dominant market presence but also deepen its emotional connections with customers around the world.
What are your thoughts on Kleenex’s new direction? Share your experiences and insights in the comments below.
How has Kleenex’s shift to emotional marketing altered consumer perceptions of the brand, and what implications could this have for future marketing strategies in similar industries?
Editors, please use the following interview with our two guests, Sarah Johnson, a marketing expert, and Tom Smith, a design expert, to explore Kleenex’s bold move in rebranding and emotional marketing strategy. The questions are designed to delve deeper into the key topics covered in the article, namely the brand’s shift in messaging, the role of emotion in advertising, and the impact of a unified visual identity. We hope this will provide our readers with a comprehensive understanding of Kleenex’s 100th-anniversary campaign.
Sarah Johnson, Marketing Expert:
1. As a marketing expert, what do you think was the primary driver behind Kleenex’s decision to shift from focusing on functional aspects of their products to emotional connections with consumers?
2. Do you think this emotional approach to marketing will resonate with consumers, or could it backfire and make the brand appear insensitive?
3. How do you see this emotional messaging strategy playing out across different markets and demographics, particularly given the cultural nuances that exist around expressing emotions?
Tom Smith, Design Expert:
1. As someone with experience in visual communications, what role does a unified visual identity play in establishing brand cohesion and recognition? How does Kleenex’s refreshed design impact its overall brand image?
2. How do you think the new logo and color scheme foster the brand’s emotional messaging? Could these elements have been executed differently to further emphasize the brand’s promise of strength in vulnerable moments?
3. In what ways can other brands learn from Kleenex’s rebranding effort, particularly in terms of using design to symbolize emotional connections with consumers?
