Kleenex Cold Care went on to be one of the most successful new product introductions that Kimberly Clark had ever seen.
Kleenex was introducing a new, 3-layer tissue called Kleenex Cold Care (KCC). However, they were struggling with how to persuade consumers to try this new tissue over other alternatives in test marketing efforts despite it being a uniquely differentiated product feature: KCC was the only tissue with 3-layers of protection. Yet, consumers were not motivated by this functional strategic messaging.
I was the lead consultant on the project and was the point person for helping KCC find a motivating selling proposition for the new brand. The process was to analyze the database of advertising and corresponding business results that was available to me. After ranking thousands of ads and confirming that the point of difference approach "should be" working, I looked further into the top performing ads that were coded to contain points of difference by watching them. I noticed that the best performing ads were delivering an emotional point of difference, not a functional or rational one! So my recommendation to KCC was to strategically position as: "You'll be a better mom by keeping your kids hands cleaner from germs by using our new tissue which is the only one with 3 layers of protection". Magic ensued!
Kleenex Cold Care went on to be one of the most successful new product introductions that Kimberly Clark had ever seen.
Branding,Web Development,Branding,Content Marketing,Marketing Strategy
Beauty
Put your e-mail in and we'll arrange a consultation call for you
Gradelink offers schools a comprehensive and user-friendly software solution, streamlining administrative tasks, improving enrollment processes, and supporting the mission of educational institutions. Despite their innovative software, Gradelink faced challenges in effectively communicating their offerings through email marketing.
In the bustling world of remote work and corporate travel, Anyplace, a provider of flexible-term furnished apartment rentals, seeks to stand out. Their mission is clear: provide quality accommodations equipped with reliable, gigabit-speed internet for remote workers, corporate travelers, and creatives. Email marketing plays a crucial role in building trust and credibility with their audience, helping them convert subscribers into loyal customers.