The UK’s leading facial tissue brand Kleenex® has announced a design-focused campaign which sees the brand partner with internationally renowned interior designer, Kelly Hoppen MBE.
Kelly, who is widely regarded as one of the leading British interior designers, is working with Kleenex to consult on, inspire and guide the design process for the autumn range of Limited Edition Collection Cubes by tapping into young creative talent.
Talenthouse, an influential online community for artists and creatives, will publish a brief by Kleenex and Kelly and, over a six week period, designers will submit their concepts for the new range, drawing on current and future home, fashion and interiors trends.
Supported through PR and social media activity, this is the first in a series of design initiatives that Kleenex will be launching. The campaign will catapult the brand into the design arena and position the tissue boxes as stylish yet affordable home accessories.
Aiming to attract a younger, style-conscious audience to the category, the activity will encourage shoppers to look past the obvious functional attributes of the product and use it to accentuate their home decor as well, expressing their personal style.
The submissions will be shortlisted to a top ten by Kleenex and Kelly and then, through a voting mechanic hosted on the Kleenex Facebook page, the British public will chose the final three new designs which will hit shelves in October 2013.
Social media support from We Are Social will underpin the campaign, using Kleenex Facebook and Twitter feeds as platforms to host the voting mechanic, share campaign content and engage the target audience.
A bespoke home design app and competition, themed around the current spring Limited Edition Collection Cubes will go live imminently and will feature refreshed content in October to support the new designs.
PR by MHP communications will include media relations targeting home, shopping and lifestyle media.
Jenny Beral, Brand Manager for Kleenex says: “As a brand, Kleenex provides for a huge range of customer needs which can be seen by the many different variants in the Kleenex family. The Collection Cubes already cater for the more style conscious shopper but the Limited Edition range offers us a huge opportunity to create some really innovative, contemporary and fashionable designs.
"This campaign should help to grow the category further by creating even more styles and trends to suit every household and subsequently attracting a younger, design-focussed audience to buy tissues. This is just the first in a series of design-led campaigns for the brand and we are incredibly excited to be partnering with Kelly to boost our journey further into the design arena.”
The Limited Edition variants were introduced to the wider Collections Cubes product line last year with British Pride designs, and feature new designs every spring and autumn.