Monday, November 12, 2007
Maybe Kleenex Should Keep It In
So Kleenex has been using the "Let It Out" campaign by JWT since January, and although most blogs I've found give it rave reviews, I have a couple problems with it.
Yeah, people do want to share their emotions and let The Internet listen, but how does that connect with Kleenex? The actual "letting out" is pushing the brand into the background. The Foghound conversational marketing blog thinks the campaign is stirring a lot of buzz, which I believe. I think they missed the mark in connecting the consumer to the brand.
Also, although the online comments/stories seem authentic, the TV spots are pushing it a little for me. I don't know many people who would stop at the sight of a big blue couch with TV cameras pointed at it. Granted, most of my friends aren't in the target, but I can't envision the emotionally connected mother types I know taking time out of their schedules to do it, either. And even if they did, I assure you they wouldn't be spilling their guts to a total stranger.
I guess my insight into the product is that tissues can actually be really intimate objects--they're there when you're crying or when you're feeling miserable and sick. Kleenex has a strong, reliable brand history; it's always been there in those emotional times. So keep the positioning of Kleenex always being there to comfort you, but bring the brand to the forefront as the hero a little more.
"Are people ready to let it out? Turns out all it takes is a good listener and Kleenex tissues." Would it be more powerful if Kleenex tissues could be the good listener?
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5 comments:
Hi Libby,
Thanks so much for your thoughts about the "Let It Out" campaign.
I write the Let It Out blog for Kleenex tissues and thought you might be interested to know that all the stories on the blue couch spots are authentic. Here is a link to interviews I did with some of the people who sat on the couch - www.kleenex.com/lio/USA/about/ThePeople.aspx
And that's an interesting idea of the tissues themselves being good listeners. I certainly find them comforting :-)
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