Results and Effectiveness

The posters ran in supermarkets and convenience stores nation wide as recent as February, so the sales results are not in yet. But the posters gained a lot of traction on major social media channels in Taiwan as consumers related strongly with the posters and the stories in the tears. Many consumers in turn started sharing stories of their own funny and stressful problems on social media. All this organic word of mouth occured with minimal media spend.

Creative Execution

The media team highlighted the problem that in-store posters are largely ignored in Taiwan. The strategy was not so much about placement but about transforming traditional placements into interactive sculptures and sampling booths for consumers. Posters depicting Taiwanese consumers having a good cry were created. They were made 3D to draw the consumers’ attention. These posters have endless “tissue tears” for consumers to sample, each tissue has a humorous, self-deprecating real-life story invoking consumers to let their guard down and laugh at their own problems.

Insights, Strategy and the Idea

Kleenex is just another tissue brand in the eyes of the consumer. Tradition has taught the Taiwanese to conceal their feelings in adversity but the modern pressures facing them are becoming too much to bear. How can Kleenex connect better with the Taiwanese consumer and encourage them to vent their frustrations? By letting the consumer gain new affinity with Kleenex, it will become a top of mind product for the Taiwanese in need of softness.