While digging into Kleenex, we realized that it has become a household brand that is synonymous with the product itself. We discovered that when people everywhere think of tissues, they think of Kleenex. We wanted to communicate this sentiment in a unique way. We landed on the idea that while responses to sneezes vary globally, the tissue people use doesn’t. We felt that this was an exciting way to show the ubiquitous nature of Kleenex. The decision to feature the campaign in airports came naturally after the creative idea. Where better to showcase the universality of a product, no matter a place’s language or customs, than a place as global as the airport? And with health being so top of mind right now at the airport, we knew it was the perfect fit. We then saw the perfect opportunity to extend our campaign into the hands of travelers flying internationally. Partnering with Delta, we imagined Kleenex handing out branded tissue packs that teach flyers how to say the equivalent of “bless you” in the country they are traveling to.
