What can you say about Kleenex Tissue?

Kimberley Clark built a highly successful advertising campaign
based on the claim that Kleenex Tissue “pops right up to meet you,” because it is “the only tissue that meets you halfway”.

A facial tissue is a tissue! Right? How can one be distinguished from another?

Look over the shoul­der of the adver­tis­ing copy­writer star­ing at the box of Kleenex. What can he or she say about the prod­uct? It’s soft? Yes. It’s strong? Yes. So is every oth­er tis­sue. In fact, buy­ers called every tis­sue Kleenex. Still do! The trade­name and trade­mark are pro­tect­ed by Kim­ber­ly Clark — Kleenex isn’t legal­ly generic—but that hasn’t stopped con­sumers from call­ing for a Kleenex when they want a facial tissue.

Back then to adver­tise­ments that appeared in Good House­keep­ing in 1952 and 1954 and the solu­tion to the prob­lem fac­ing the copy­writer: What is dif­fer­ent about Kleenex?

Advertisement for Kleenex tissue
This is a nice­ly-designed, infor­ma­tive adver­tise­ment iden­ti­fy­ing what was then dif­fer­ent about Kleenex. The image of the big box of Kleenex is a nat­ur­al mag­net but the hand quick­ly draws the eye upward before the reader’s atten­tion is drawn back nat­u­ral­ly through the box and down to the bot­tom of the adver­tise­ment where the small illus­tra­tion visu­al­ly depicts the fact that “Kleenex  meets you halfway…serves you one at a time, not a hand­ful. Ends waste, saves mon­ey. It’s America’s favorite tissue.”
Two years, later Kimberly Clark continued to remind consumers
that Kleenex tissues “pop up” one at a time.

Here’s an adver­tise­ment fea­tur­ing Lit­tle Lulu, the first mas­cot for Kleenex tissue.

Lit­tle Lulu was a com­ic strip cre­at­ed in 1935 by Mar­jorie Hen­der­son Buell for The Sat­ur­day Evening Post. It ran week­ly until Decem­ber 1944 and became a com­ic strip that lived in news­pa­pers and com­ic books until 1972. Lit­tle Lulu appeared in tele­vi­sion com­mer­cials and movie shorts. The car­toon char­ac­ter was par­tic­u­lar­ly suit­ed to Kleenex—Lulu could always be count­ed upon to be resourceful.
Did you ever?

Ever fum­ble for a tis­sue in the mid­dle of the night—When you want one in a hur­ry with­out turn­ing on the light

Next time, don’t let an ordi­nary brand or box defeat you!   Keep Kleenex tis­sues near your bed — they pop right up to meet you!

printers devil

Kim­ber­ly Clark made paper for 140 years. Found­ed in 1872, the com­pa­ny oper­at­ed its own paper mills around the world, even owned a paper mill joint­ly with The New York Times in Kapuskas­ing, Ontario, Cana­da. They sold it in 1991.

Today Kim­ber­ly Clark is renowned, not for its newsprint and fine paper, but for its paper-based con­sumer products—Kleenex facial tis­sue, Kotex fem­i­nine hygiene prod­ucts, Cot­tonelle, Scott and Andrex toi­let paper, Wypall util­i­ty wipes, KimWipes sci­en­tif­ic clean­ing wipes and Hug­gies dis­pos­able dia­pers and baby wipes.