New Kleenex Lotion feels better than any other tissue brand, so to help launch it we tapped into a relevant cultural trend; namely, desensitization.

We chose to send out specific items that romanticized and best reminded us just how good it is to feel our world. Underneath each item was placed a sample of the new tissue, embossed with the words 'It feels good to feel.'

These were sent to the key players within Kimberly-Clark that needed to buy into the idea, as well as influencers like magazine editors in order to help the campaign gain traction in the lead up to launch.