Kleenex
Turning Tissue Boxes into Accessible Art
Background
Kleenex is the UK’s leading facial tissue brand, but the category had become increasingly reliant on older shoppers and reactive purchasing occasions. Research revealed that younger consumers didn’t reject the product itself; they rejected what tissue boxes represented. Often viewed as clinical and unattractive, tissue boxes were hidden away rather than displayed in the home.
At the same time, younger audiences were placing greater value on design, self-expression and products that reflected their personal style. Kleenex identified packaging as a key barrier to growth and an opportunity to reposition the brand from a functional necessity into something more desirable and culturally relevant.
Strategy
The strategy centred on transforming packaging from a purchase barrier into a reason to buy. By partnering with renowned British artist Mr Doodle, Kleenex turned its Cube range into a collection of accessible art pieces designed to appeal to a younger generation.
Rather than treating OOH as a traditional awareness channel, the campaign used media as an extension of the creative idea itself. The objective was to create participatory, social-first experiences that connected culture, creativity and commerce while allowing audiences to interact with, influence and ultimately purchase the product.
Execution
The Kleenex Outernet Campaign launched with a live activation at London’s Outernet, where Mr Doodle created artwork inside a bespoke glass cube in front of passers-by and a TikTok audience. Viewers could submit ideas in real time, helping shape the artwork while purchasing the limited-edition packs directly through TikTok Shop.
The collaboration then expanded nationwide. In Manchester, Mr Doodle hand-painted a large-scale mural which later evolved into CGI-led content, while 3D digital billboards and premium digital OOH sites brought the designs to life across urban environments. By blending live creativity, audience participation, social commerce and large-format OOH, the campaign transformed a product launch into a nationwide cultural moment
Results
The Kleenex Mr Doodle Campaign delivered exceptional commercial and brand impact. Household penetration and market share reached their highest levels since COVID, while total sales increased year on year. The limited-edition Mr Doodle Cube range significantly outperformed previous special editions and exceeded annual sales targets within months of launch.
The campaign also strengthened brand perceptions among younger audiences, driving increases in favourability, purchase intent, awareness and differentiation. Most significantly, it successfully repositioned Kleenex from a product associated with illness to a lifestyle accessory rooted in creativity, culture and self-expression. The success of the partnership ultimately led to an extension of the collaboration, with new Mr Doodle designs launching in 2026.
