Kleenex Blurs The Line Between Package and Product

Kleenex Blurs The Line Between Package and Product

Design represents a business opportunity, and imperative, when the package is inextricable from the product.

Paloma M. Vazquez
  • 12 july 2010

An article in the New York Times got us thinking about about how compelling (and profitable) good design can be – even if that sense of design is applied to the humble Kleenex tissue box. Kleenex’s launch of fruit-shaped seasonal packaging was intended to maintain category relevance during the summer months – a traditionally slow time period for the brand’s sales – by catching attention on retail shelves. The strategy seems to be working, generating nearly 100% incrementality for the seasonal packaging, and not cannibalizing standard boxes.

Access this article for free
Fill in your email below and you'll gain access to this article while also receiving a number of membership features as part of a special 30-day trial.
*Already a member? Log in here

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.