Kimberly-Clark Corporation

Craig Smith, Brand Champion
Amy Popp, Brand Manager
Marla Rappaport, Brand Manager
Mitch Faigan, IMP Director
Carolyn Eisele, Commercial Program Manager

JWT New York *Lead Agency

Yusuf Chuku, Global Planning Director

Mindshare

Bohb Blair, Managing Director, Invention

Studiocom

Juan Fernando Santos, Chief Experience Officer

OgilvyAction

Meredith Castro, Account Director

Ketchum Chicago

Pamela Von Lehmden, SVP/Brand Team Leader

Kleenex was in a decade-long slide, with sales, share and other key business measures all in decline. The "Softness Worth Sharing" program was developed to stem the decline - to effectively hold the line. Using our newly-improved, softer tissue as an impetus, we re-framed Kleenex from a tissue to a Gesture of Caring, enabling over 1,000,000 people to share it and show their loved ones they cared. We significantly exceeded our sales and share goals, grew the stagnant facial tissue category and, moreover, changed the game for Kleenex.