Kleenex encourages consumers to pledge an act of softness in a new campaign via JWT, Sydney
On Sunday April 28, Kleenex will launch the latest execution in its ‘Share the Softness’ campaign to remind consumers of the power of softness and the personal touches that keep us connected. It follows on from last year’s campaign which saw 100,000 Australians sending a pack of free tissues to someone they care about.
The new campaign invites consumers to pledge an act of softness for someone they care about via a virtual ‘wall of softness’ on the Kleenex website. From 13 May, everyone who makes a pledge will have the chance to win from a selection of prizes to help share the softness.
Says Jane McGlinchey, Kleenex marketing manager: “The Kleenex brand is more than just Australia’s softest tissue, it’s a brand that cares about bringing softness to the lives of consumers. This campaign is about reminding consumers to take a step back from their busy lives and take the time to do something special for the people they care about.”
Campaign ambassadors, Marion Grasby from Masterchef and Shaynna Blaze from Selling Houses Australia, along with Deborah Hutton will feature in three 30 second TVC’s sharing their personal pledges of softness, which will run on Foxtel’s popular lifestyle channels. Australian 
media personality Hutton will also present a weekly report on Foxtel for nine weeks, announcing pledges that have been chosen by the Kleenex brand to be brought to life for some consumers.
The campaign includes new 30 second and 15 second TV ads by 
creative agency JWT Sydney which will be aired nationally both free to air TV and the Foxtel network. They will be supported by digital advertising, social media and in store activity.
Creative Agency: JWT
Media Agency: Mindshare
Digital Agency: Soap
6 Comments
I pledge to act on my softness more often.
Activation gone mad, tissue brand. Receive my snot and stay out of my life.
Sorry guys. I know your client demanded this of you, but it’s not seeded in reality.
“Would I do this?”
This is what happens when agencies and clients live in a vacuum and think that people actually care about their product that much. Note to Jane McGlinchey, if you really think that any brand brings softness to people lives, you are fucking deluded.
What an enormous wank.
Wow totally vomit inducing – but lucky I had a tissue.