The innovative ad features a four-page glossy card and carries the strapline ‘It’s like 80 little pashminas in a box’. When the card is opened, a full-size tissue box pops up, containing a sample Kleenex Ultra Soft tissue. The pop-up tissue box also carries the strapline: ‘Feel me, I’m gorgeous’. The page backing the pop-up features information about the new ultra soft product from Kleenex including images of Lisa Snowdon modelling a dress made of tissue.
The insert is carried in the May issues of Marie Claire, Woman & Home, Homes & Gardens, Ideal Home and Living etc.
The pop-up box – made by Alderson Print Group – was produced from a single sheet, strategically cut, folded and glued, creating a mechanism that would pop-up across the spine of perfect bound magazines and replicates a pack of Kleenex Ultra Soft with a sample tissue protruding from the top of the box, which was inserted by hand.
Declan Boyle (pictured), ad director of IPC Innovator, says: “The Kleenex pop-up ad is an excellent example of how combining creativity and technology can achieve maximum stand out. The ad ensured there was no barrier between the product and the reader, allowing them to experience it for themselves upon opening the page. We’re delighted to be involved and take the product to our audience of ABC1 women.”
Martina Jezdikova, Kleenex brand manager, adds: “We are proud of having always been drivers of innovation in the facial tissue category and the launch of new Kleenex Ultra Soft tissue signals the biggest product innovation in facial tissues in 15 years. The softness they offer is a huge improvement and is unique to Kleenex, allowing us to drive category penetration and create the perfect product for our target market - women who are looking for a practical product that still offers them an everyday indulgence. The brief to IPC was to drive re-appraisal and trial of Kleenex by getting the tissue into consumers’ hands. We are really impressed with the innovative solution proposed to create stand-out and talkability that also helps to deliver the program idea of ‘Feel me, I’m gorgeous’.”
Samantha Gillam, Mindshare account manager, adds: “For a project of this size it was of paramount importance that we chose a company who were equip with the know-how, experience and efficiency to ease the process from start to finish. From the outset IPC and Alderson came with bags of enthusiasm and the drive and dedication to really drive this project through to completion. Both parties have been incredibly helpful and efficient from the smallest to biggest of orders. They have been a pleasure to work with.”
