2013 Winners & Shortlists

KLEENEX ARABESQUE

Bronze
Client/BrandOLAYAN KIMBERLY-CLARK
Product/ServiceFACIAL TISSUES
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryPACKAGING
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

Brief Explanation

This was more than just a new look for the Kleenex portfolio. This was about getting under the skin of consumers… To figure out who buys branded facial tissues, what they look for and shaping their perception of the Kleenex brand through design.

The Brief

Kleenex was in need of an overhaul: • Reliance on small number of SKUs for majority of revenue • Poor shelf presence with stagnant design language • Unrelated designs with lack of synergy across the range • Increasingly aggressive competitors • Imitation of core products Eager to connect with an increasingly youthful and sophisticated Arabian consumer base, Kleenex wanted to redesign their facial tissue portfolio. We were commissioned to rationalize the Kleenex facial tissue portfolio and redesign a new line-up to connect with GCC consumers.

How the final design was conceived

We analysed consumer needs and category attitudes to get to know the design sensitivities of Kleenex’s target consumers, as well as their emotional and functional requirements of facial tissues. Using this, we developed a roadmap to determine: • Which designs to keep? • Where were the redundancies & gaps? • How should designs be uplifted/created to connect with consumers?

Indication of how successful the outcome was in the market

No results currently available as only just launched

Credits

Name Company Position
Paul Louzado Memac Ogilvy Strategist
Nadine Ghazzawi Memac Ogilvy Account Manager
Kim Mantell Memac Ogilvy Design Director
Anthony Carlucci Memac Ogilvy Creative Director