Kimberly-Clark has relaunched its Kleenex Collections range, commissioning design group Buddy Creative to create new box faces which will be on display from mid-August.
Buddy Creative won a creative pitch against Flipflop Design and Anthem for the business last December.
The brief was to produce three designs that each appealed to a specified demographic. Creative partner of Buddy Creative, Mark Girvan, says, ‘We used different types of research to reach different consumers: teens, young mums and older women.’ Speaking of the designs for older women, he adds, ‘They’re colour co-ordinated and consumers buy them to fit in with their home environment.’
The Collections range, like the already launched Oval range, is subject to a complete redesign periodically and within this time a rotation of designs occur based around a theme.Speaking of the Collections range, Jennifer Rohan, European brand manager of Kimberly Clark, says, ‘Every 18 months there is an overhaul, and a rotation of the design occurs every four months.’ Rohan confirmed that Buddy Creative will produce the next set of designs, which will be rolled out in four months’ time.