Thursday, December 16

Kleenex Softness Worth Sharing

Kleenex is running a very cool, very viral promotion that I believe is the first of its kind. Perfect timing, too, as I know so many people are muddling through colds and fighting off the flu right now.

It's called "Softness Worth Sharing" and the basic concept is that for free you can send a friend of box of Kleenex - presumably someone who is dealing with a cold. You just log onto to the website and enter the information. The cool part, though, is that you can track not only your "send" but also the "sends" of everyone else around the country. By state, by zip code, all of your friends too. So you can see the chain reaction that your "send" creates but also see if your neighbors are being neighborly too. All free!

Over 781,000 boxes have been sent already. California is the top state, with Ontario, New York, Florida, and Pennsylvania right behind. 25 boxes were sent from my neighborhood in Chelsea, New York with Chicago, Toronto, and Brooklyn being the top destinations. How fun to track the chain of kindness (excuse me, softness).

An interesting move to keep an obviously well known brand top of mind during cold/flu season. The brand keeps its messaging clear as well: "America's softest tissue" and "share the softness" are prominent at every move. Well done, and very contemporary for a heritage brand I might add!

What's your experience? Jim.


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