FCB Inferno and Kleenex Launch New Campaign "Kleenex. Ready."

Dec. 23, 2020

Creative agency FCB Inferno have created ‘Kleenex. Ready.’, a digital first campaign to mark the launch of the Kleenex Proactive Care range campaign.

The product range, which landed in Waitrose and Morrison stores in October and is now available on Amazon, is an evolution of the Kleenex brand from the tissues that everyone knows and loves, to new products including face masks, antibacterial hand gel, hand towels, and antibacterial hand wipes.

'Kleenex. Ready.' uses CGI animations to showcase the key features of each product, which have all been created to offer the quality and reassurance of Kleenex in these difficult times.

This is the second campaign from FCB Inferno after winning the Kimberly-Clark business last year, following the success of the Andrex ‘Clean is a Feeling’ which launched in the summer.

‘Kleenex. Ready.’ will be backed by a marketing campaign across TV, VOD, online and social, as well as OOH and shopper marketing.

Kleenex believes that no-one should go without necessary hygiene products which is why they donated 250,000 of their new face masks to In Kind Direct before selling a single one. Throughout the winter, In Kind Direct will distribute the Kleenex hygiene face masks across thousands of UK charity partners, covering a wide range of causes such as food banks and community centres. This is just the latest example of how Kimberly-Clark has supported the most vulnerable within society, in what has been a turbulent year for many.

Matt Stone, Marketing Director in the UK and Ireland said:

“In these challenging times for families across the country, we believe it important to show a little kindness, and encourage everyone to come together and help those more vulnerable than ourselves. With consumer hygiene habits rapidly changing, we are proud to be able to work with In Kind Direct to help these brilliant charities keep communities clean and safe this winter.”

 

FCB Inferno's Managing Partner Katy Wright said:

“We’ve come to trust the Kleenex brand for caring for our family and so we are thrilled to be working with them in launching this range to support the increased importance of hygiene in our everyday lives.  The range includes everything you can need to help reduce the spread of germs and provide all the comfort and assurance we expect from the brand. The animations are a brilliantly memorable way of sharing the product benefits and adding these essentials to the established Kleenex range.”