Kleenex Blurs The Line Between Package and Product

Kleenex Blurs The Line Between Package and Product
Advertising

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.

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