Posted: Nov 4, 2011
Kleenex Balsam's tunnel goes on tour with Sense
For this year’s cold and flu season, Kimberly-Clark is investing £2.5 million in support of Kleenex Balsam.
The campaign launched on October 1st, 2011 with a 60 second TV ad that first aired during The X-Factor, the integrated campaign – which focuses on engaging families with the soothing benefits of the Kleenex Balsam range – will be brought to life by experiential specialists, Sense Marketing.
From October 19th through to December 3rd, Sense will be touring selected Asda, Morrisons, Sainsbury and Tesco stores for 150 live activity days, with the ‘you never grow out of a little comfort’ activity which features an inflatable Kleenex Balsam tunnel shoppers will be encouraged to walk through into store while the activity is live.
Designed to look and feel like a warm, comfortable and cosy living room, the tunnel reflects the ‘you never grow out of a little comfort’ ATL message. It features soothing and homely background sounds, sofas, a play area for children, a TV playing the Kleenex Balsam advert, and specially recorded impressions of the most soothing celebrity voices by Ronni Ancona.
With a focus on engaging families, the activity will be staffed by 5 brand ambassadors, ready and eager to offer consumers a little Kleenex comfort whilst explaining the soothing benefits of the Kleenex Balsam range and educating consumers about the layer of balm that contains calendula and makes the tissues so unique.
In addition to giving out tissue samples, our team will be offering consumers the chance to win £50 of shopping vouchers in return for sharing their best comforting tips, and a free Gift with Purchase mechanic - offering consumers the chance to claim a ‘sofa snuggler’ or hand warmer when they buy from the Kleenex Balsam range – is set to boost sales.
Sally O’Brien, Sense group account director, comments: ‘Kleenex Balsam will be synonymous with soothing comfort during the winter cold and flu season, and we’re looking forward to bringing the ATL to life and offering consumers a little motherly comfort over the coming weeks as we head into winter.”
This is the first time Sense have worked with the Kleenex brand team and following a hiatus in December, activity will recommence for two final weeks between January 6th and the 19th 2012.