In 2013, CBA Memac helped Kleenex reconnect with their loyal Arabian consumers and transform the multi-million dollar facial tissue category in the Gulf. The range was in need of an overhaul - poor shelf presence with stagnant design language, and increasingly aggressive competitors. Eager to connect with an increasingly youthful and sophisticated Arabian consumer base, Kleenex wanted to redesign their facial tissue line-up.
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 relevant design. To do this, we began by analysing category needs & attitudes to get to know the design sensitivities of Kleenex’s target consumers. Using our insight into their emotional and functional requirements, we developed a roadmap to assess and rebuild Kleenex’s portfolio.
To guide our design work, we built a toolbox of colours, textures and imagery to truly reflect the vibrant tastes of Arabian consumers. And we spent some time uplifting the iconic Kleenex surfboard and using it as the foundation of a new product architecture. It also became the focal point of redesigned multiwraps that would deliver maximum brand-blocking on shelf.
The resulting range captures the spirit of Arabia using photography, crafted patterns and multi-layered textures to create a whole new wardrobe.
The project has had an immediate financial impact for Kleenex. Their total SKUs were halved to capture immediate operating efficiencies and sales have seen a significant uplift.