Subject category:
Marketing
Published by:
IBS Center for Management Research
Length: 18 pages
Data source: Published sources
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Abstract
Consumer packaged goods major, Kimberly-Clark Corporation, had, over the years, made Kleenex a super brand. The brand identity was so strong that it had become a generic term for tissue paper, requiring the company to use 'Kleenex brand' to refer to its product. With the sales for the category shrinking since 2001, Kimberly decided in 2006 to rejuvenate the Kleenex brand. In late 2006, the 'Let it Out' campaign was launched. The case discusses the 'Let it Out' campaign in detail. It also discusses the criticisms against Kimberly by environmental activist organisations who accused it of greenwashing. Greenpeace spoofed the 'Let It Out' campaign and in 2007, some Greenpeace activists also highjacked an advertising shoot of the campaign.
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Abstract
Consumer packaged goods major, Kimberly-Clark Corporation, had, over the years, made Kleenex a super brand. The brand identity was so strong that it had become a generic term for tissue paper, requiring the company to use 'Kleenex brand' to refer to its product. With the sales for the category shrinking since 2001, Kimberly decided in 2006 to rejuvenate the Kleenex brand. In late 2006, the 'Let it Out' campaign was launched. The case discusses the 'Let it Out' campaign in detail. It also discusses the criticisms against Kimberly by environmental activist organisations who accused it of greenwashing. Greenpeace spoofed the 'Let It Out' campaign and in 2007, some Greenpeace activists also highjacked an advertising shoot of the campaign.