Kleenex Let It Out campaign

Having read my comments about the Tenpo's campaign, a reader asked me how I feel about the latest Kleenex Let It Out campaign. First of all, it is always good to see ambitions in a campaign. Real people, real story, famous director and high emotional appeal. However, I think it runs into a common problem of emotional campaigns where it fails to connect back to what the brand already stands for or want to stand for. If you find an ad that potentially works the same for any other brands, it's not the campaign for your brand. Imagine what if the the end logo is replaced by Andrex, Scott or alike ? Emotions are generic in a way. The key is how to use the emotion to tie back to the product or the brand's USP. For example, if Kleenex equals tissues with high strength among other competitors, we can pick stories focused more on how people find strength to live on in adversities. And the line can be changed to "Kleneex gives you strength". Just some thoughts.

Comments

Anonymous said…
agree with what you said about how a campaign should connect back to what the brand already stands for or what it wants to stand for.

hence , the kleenex let it out campaign. unlike tempo, Kleenex does not sell stregnth. in fact, they sell quite the opposite. They sell tissues that are soft. Soft enough for people to use it on their face comfortably when they cry.

therefore contrary to what u suggested, Kleenex's emotional route in this campaign is not totally unwarranted, which you
2:06 am
Louis Lau said…
"Softness is our strength" was the positioning tagline of Kleenex long time ago in the UK. I just took strength as an example. Strength or softness is not a matter, I think. Klennex hasn't advertised for a long time and what the brand stands for in the mind of consumers is vague. Is it softness, strength or something else ? Without building the rational benefit in the mind of consumers and jumping to emotional is very risky. Well although ad agencies like recommending emotional routes because of the bigger space for creativity. The best practice is to establish rational and "ladder" to emotional in order to keep a brand going.
12:09 pm
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