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Kleenex is an iconic brand, but was increasingly becoming interchangeable with any tissue. The brand wanted to connect with both new and existing consumers, on an emotional level, in order to reassert its leadership and roots in care. However, our hyper-connected world has ironically made people increasingly less connected. Have they forgotten how to care? Kleenex believed that, despite what it sometimes seems, they haven’t.

Brand: Kimberly-Clark Canada

VMLY&R COMMERCE Worldwide, 6 years ago