Kleenex Takes Digital, Social-First Approach to Latest Launch
Kimberly-Clark’s Kleenex launched Snap & Go in May, putting Kleenex Ultra Soft tissues in a container with a secure lid in response to research that demonstrated consumers were disappointed by conventional travel tissue packs that could get crushed or dirty in bags.
Robert Raines, Kleenex North America VP, told the Path to Purchase Institute that the brand sees Snap & Go as more than a new packaging solution, but as a way to generate entirely new usage occasions by positioning the product as “a modern everyday essential.”
“This strategy influenced everything from packaging design to merchandising,” Raines said. “A key part of that strategy was appealing to a younger demographic, consumers who are out and about every day and who expect the products they carry to reflect their lifestyle.”
The brand promoted the launch with colorful, lifestyle-forward creative showing consumers using Snap & Go while commuting, traveling, working out and running daily errands. The assets are designed for digital and social-first environments, and Kleenex has placed a major emphasis on influencer partnerships in order to best reach young consumers.
“While sales are obviously a critical success metric, we also closely track a broader set of performance indicators to understand how consumers are responding to the innovation and where there may be opportunities to continue evolving the product and experience,” Raines said. “That includes metrics such as engagement rates, market share, trial and repeat purchases, consumer ratings and reviews, and household penetration.”
Younger shoppers also prefer to shop for everyday essentials online, so Kleenex developed a digital commerce strategy to work in sync with its in-store marketing. The brand’s social and influence marketing is designed to build awareness and create demand before shoppers begin their product search. Amazon’s New & Notable program has also been extremely effective for driving views and trial.
“Across major retail e-commerce platforms, we ensure Snap & Go is easy to find and easy to understand through best-in-class product detail pages, elevated creative and clear communication of what makes the product different in the category,” Raines said. “We also capture high-intent shoppers through search and retail media while unlocking incremental discovery through programs like featured placements, brand stores and sampling initiatives.”
In-store signage at select retailers encourages trial at point of purchase and educates shoppers about potential use cases. Snap & Go is sold in 4-packs in the facial care aisle, but Kleenex has also created packages and displays for store travel and checkout sections.
“Physical visibility and impulse discovery are still key drivers of trial in this category, especially for a product introducing a new usage behavior,” Raines said. “Our approach has been to create a strong omnichannel presence so consumers encounter Snap & Go naturally, whether they’re shopping online, in the facial tissue aisle, or in high-traffic travel and checkout sections.”
