Dive Brief:
- Kleenex and Amazon have partnered for “KleenEX: The Breakup Calculator,” an online activation meant to help newly single individuals move on from their exes, per details shared with Marketing Dive.
- Timed to International Breakup Day today (Dec. 11), consumers can visit KleenexBreakup.com to share the details of their split to receive a custom breakup timeline, Kleenex product recommendations and Amazon “ex-tras” like songs and movie recommendations.
- The latest move from the Kimberly-Clark brand was executed by VML and follows its recently launched new global visual identity. The effort is a signal of how the 100-year-old brand is attempting to stay relevant in a category susceptible to commodification.
Dive Insight:
Kleenex is asserting itself as a breakup remedy through its playful collaboration with Amazon. The effort, which leverages the Amazon Ads ecosystem, arrives on the heels of the century-old brand’s recent visual overhaul intended to bring cohesion across markets and establish a brand personality suitable for creative storytelling.
Launching officially on Dec. 11, consumers can visit KleenexBreakup.com to enter their breakup details like what type of relationship they were in, how long it lasted, when the breakup happened and how often they cry, to receive a personalized timeline for healing. Participants will also receive an estimate of how much Kleenex they’ll use, a discount code and input from Amazon that includes a playlist to cry to, book recommendations and movie marathon suggestions.
A collaboration with Amazon could help Kleenex drive purchases via the e-commerce behemoth while simultaneously offering Amazon a chance to shore up additional interest in its entertainment offerings. Amazon is no stranger to brand marketing partnerships, having in the past collaborated with other players like Burt’s Bees. The effort will be supported by paid media running on Amazon Ads online and social media channels.
The marketing stunt from Kleenex could also help it remain relevant in a category susceptible to competition from other companies, like private labels. Such has been the focus of the brand’s recent overhaul, which saw it pivot from a functional message to an emotional one focused around helping people find strength in moments of vulnerability. The refresh, which was handled alongside Publicis Groupe design agency Turner Duckworth, was supplemented with a campaign.
Other marketers have sought to tap into romance — or lack thereof — to promote themselves. For instance, Pizza Hut in February launched a “Goodbye Pies” promotion allowing consumers in select markets to visit a microsite for the chance to have a free “Goodbye Pie” sent to a future ex. For those outside of the chosen markets, the pizza chain offered to draft a breakup text.
Kimberly-Clark in the third quarter reported net sales of $5 billion, a 4% year-over-year decrease, per the company’s latest earnings report.
