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34Woman and Kleenex bag a winning campaign

When Kleenex® asked 34Woman - a division of below-the-line agency, 34 - to develop a campaign to promote their on-the-go product range, it was a chance to demonstrate how effective promotional marketing campaigns are when underpinned by powerful insights.

"We wanted to change the behaviour of our female target market by getting them to understand the benefits of Kleenex® pocket packs and wipes; and that these products are indispensable items in every woman's handbag," explains 34Woman Managing Director, Judy During.

A woman's handbag is more than just a fashion statement; it is both armour and ammunition against whatever life throws at her at every stage of womanhood - from heartbreaks to smudged mascara to little chocolate-covered fingers all over her new dress.

"So instead of letting these little mishaps get in the way, if you've a Kleenex in your handbag all you need to do is stop, breathe, reach for your Kleenex® and carry on," says Kleenex® brand manager, Tarryn Fowler.

Kleenex® is giving away 100 designer handbags to consumers who buy any Kleenex® product. Handbags can be redeemed from designer clothing store, Nicci Boutique.

On Facebook, Kleenex® is asking women to post photographs of the contents of their handbag to stand the chance of winning a handbag.

Extensive in-store activations are also taking place nationwide. Consumers who buy Kleenex® on activation days receive a free gift - a stylish sleeve in which to keep their Kleenex® pocket packs - perfect for any handbag.

The campaign is also supported through extensive point-of-sale in major retailers and pharmacies as well as sampling at schools and intersections.

The campaign ends August 2012.

19 Jul 2012 10:58

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