Towel eats the fat and tells you calories saved.

We hid a piece of good news in each sheet of towel using special edible ink. Only when in contact with oil, the message is revealed, telling you just how much calories you’ve saved from its powerful oil absorption.

We cooperated with restaurants to use a cooking towel as plate and food bucket liners to surprise diners at the end of their fried chicken meals. This campaign proceeded at a restaurant in the suburbs of Seoul for three days.

49% sales growth!

Diners in the promotion excitedly shared their pictures and experiences on social networks. As a result, Kleenex Calorie Light Cooking Towel’s effective oil absorption feature went viral. Now Koreans can still enjoy their favourite fried chicken and cut back on their fat intake!