Get Over It with Kleenex - The 'Get Over It with Kleenex' is a 360 degree advertising campaign to promote the use of Kleenex tissues for emotional comfort.
Based upon the situation of being single or suddenly experiencing heartache, the Get Over It with Kleenex campaign comprises of various elements to prove to consumers that the brand can help.
The campaign consists of:
Novelty tissues,
Point of Sale packaging,
Poster adverts,
Website,
Guerrilla Marketing stickers,
Promotional t-shirt,
Badges.
Promotional Product - Novelty tissues with a humorous tone.
The text on each pocket tissue differs to the next and takes the user through a journey of self affirmation including phrases such as, "There are plenty more fish in the sea," and "You only live once."
The Point of Sale box would be located at supermarket check outs.
Website Prototype - The website is the backbone of the proposal.
It is where consumers will go to investigate the campaign. There they will discover an online dating forum directly produced by Kleenex.
Along with a online discussion forum and an agony aunt online support forum.
The website will allow for a virtual community to be created which will further reinforce Kleenex as a brand that is there for the people,
during the good and the bad.
Advertisement - Poster advertisement aimed at male spectators
Advertisement - Poster advertisement aimed at female spectators
Guerrilla Marketing Stickers - The stickers would be placed in public places, here shown on The London Paper and located in the lonely hearts section.
These kinds of papers are viral in the sense that they are shared and passed from one person to another.
The stickers directly relate to the context upon which they are placed.
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Kleenex Campaign