Kleenex Tissue Box (Packaging)

‌Opinion: I personally think that this is one of the most creative tissue box I’ve ever seen. It is cute, fun, and quirky! The fruit-looking packaging was released by Kleenex during the summer of 2010 as fruits are associated with that season. The colours of the packaging are bright and colourful, it totally represents the vibe so summer. The design was so popular that according to Brandchannel, it has won itself multiple design awards. Compared to its competitors, it definitely made itself known when displayed on the shelves.

Product Packaging Strategy: Creative packaging is what makes a product stand out. It is what makes a successful launch. The Unique Selling Point (USP) for Kleenex here is the packaging of the tissue boxes. It uses the idea of different types of fruits to create tissue boxes to look like as fruits corresponds with their special summer edition tissue. Not only the visual of the packaging is important, but the functions of it as well. As you can see from here, the ‘A-frame’ packaging allows the box to stand on itself so consumers can easily pull out the tissue without it toppling over. Moreover, the ‘A-frame’ design comes off as a wedge of the particular fruit as well.

Reimagined copy: Fresh and Clean for the Summer! (Fruits are fresh while tissue helps to clean)

Reference: THE BIG AD. (2017). Fruit-Shaped Tissue Boxes | Kleenex - THE BIG AD. [online] Available at: https://www.thebigad.com/2017/01/02/fruit-shaped-tissue-boxes-kleenex/

Brandchannel: (2010). brandchannel: [online] Available at: https://www.brandchannel.com/2010/07/09/kleenex-goes-fruity-for-summer/

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