Buddy pockets gender-specific tissue pack brief from Kleenex
Kleenex is poised to launch a new range of pocket tissues aimed at women, with packaging by Buddy Creative.
Kleenex brand owner Kimberly-Clark appointed Buddy to create the three new packet designs without a pitch, on the strength of the consultancy’s previous work for the brand since December 2007, when it was appointed to redesign the Kleenex Collections range.
Together with Kleenex European brand manager Jennifer Rohan, Buddy identified three female markets covering all age groups. It labelled the 16- to 24-year-old sector as Peaches Geldof, the 25-44 age group as Nigella Lawson and the over-45 group as Judi Dench. ‘These personalities actually do overlap quite a lot, but it was a useful way of dividing up such a broad age range,’ says Buddy creative partner Mark Girvan. ‘The names could change and evolve with time, as they have to remain current and relevant to the market.
The work is ongoing, with Buddy looking forward to creating one replacement packet design for the new line about once every three to six months, according to Girvan.
The three new packs, which depict flip-flops, lipsticks and lip-prints, will go on-shelf nationwide in Boots, Superdrug, Sainsbury’s and Morrisons from 1 July.
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