CLIENT
Kimberly-Clark Canada
Mitch Faigan, Senior Director Integrated Marketing
Therese Brisson, Director of Marketing & Sales Strategy
Nikki Sells , Market Research and Analytics
Tom Houde, Brand Manager
Mei Chen Lee , Marketing Research and Analytics Senior Manager
Ali Ruffo , Digital & Social, Senior Marketing Manager
AGENCY
Michelle Lee, Planning Director
Aviva Groll , Director of Account Management
Kristina Anzlinger , Producer
Robyn Hutman, Strategist
Christopher Williamson , Content Manager
Samantha Weisbarth, Account Supervisor
Brian Murray , Chief Creative Officer
Samiir Musa, Art Director
David Art Director Weaver, Copywriter
Michaela Ryan , Senior Manager, Digital Investment
Meredith Menkes , Managing Director, Client Leadership
Katherine Upton , Director, Planning
Alexia Gonsalves , Manager, Planning
SUMMARY
In order to increase Kleenex’s share of the facial tissue category, we shifted perceptions of Kleenex from being a sick box to a superior tool that helps Canadians get things done everyday - especially in winter when getting things done is a source of national pride. This resulted in the complete turnaround of a brand that had been sliding in sales and market share since 2012. Key to our success, was positioning Kleenex as made for Canadians.
