Kleenex 'Let It Out' Campaign: Increasing Consumer Involvement with a Low-involvement Product

Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

Case Details:

Case Code : MKTG226
Case Length : 13 Pages
Period : 2006-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Kimberly-Clark Corporation
Industry : Consumer Packaged Goods
Countries : USA; UK

To download Kleenex 'Let It Out' Campaign: Increasing Consumer Involvement with a Low-involvement Product case study (Case Code: MKTG226) click on the button below, and select the case from the list of available cases:

Price:
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company

Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

<< Previous

"Kleenex, selling the (let's face it) boring product of facial tissue, has managed to create a major brand boost with its "Let it out" campaign. What's the hook? Emotional branding... Kleenex has taken a boring product and, by focusing on the emotional experiences people have when interacting with that product, created a much stronger brand presence." ¹

- Cairril.com Design & Marketing², in 2007.

Introduction

Banking on the euphoria associated with the Olympic Games in the US, Kimberley-Clark Corporation (K-C), a leading American consumer packaged goods company, released a documentary movie to coincide with the Beijing Olympics in 2008.

The movie sought to build an emotional connect between K-C's superbrand Kleenex and the target audience and was part of its 'Let It Out' (LIO) campaign launched at the end of 2006 to rejuvenate the brand.

According to Mark Zander, Marketing Manager for UK and Ireland, Kleenex, "The idea behind the 'Let It Out' campaign is to try and create an emotional affinity between the consumer and Kleenex tissues. By establishing this emotional bond we hope to make the tissue much more than just a product but rather an indispensable aid to help people let their emotions out."³

Kleenex 'Let It Out' Campaign: Increasing Consumer Involvement with a Low-involvement Product - Next Page>>

1] "Is your business boring? Let It Out™!" www.cairril.com, April 2007.
2] Cairril.com Design & Marketing is a Bloomington, Indiana, USA-based brand consultancy firm.
3] "Kleenex to Let It Out with Starrfadu," www.duncans.tv, January 10, 2007.


Fundamentals of Marketing Management Workbook Workbooks Collection	Case Studies in Marketing - Vol. II Case Study Volumes Collection	Fundamentals of Marketing Management ICMR Textbooks Collection