Kleenex® Brand Through the Decades
Learn how we created a new product
category and continued this innovative
spirit for over 80 years!
DID YOU KNOW?
The Kleenex® Brand invents
the Facial Tissue Category.
Kleenex® Facial Tissue 200s
is introduced in Canada as a
replacement to the handkerchief.
Ads run in popular women's
magazines featuring screen
star testimonials.
The First POP UP® cartons with
a perforated opening are sold.
Always an innovator,
Kleenex® Tissue is first on the
market to offer color varieties.
1920s
There was no such thing as a facial tissue, until Kleenex®
Brand came up with a clean and convenient way to remove
cold cream. Dingy cold cream towels be gone! The new
global icon was born on June 12, 1924.
The marketing minds at Kimberly-Clark knew the best way
to get people excited about this new category was to have
famous and beautiful people credit Kleenex® Tissues for
their clear complexions.
DID YOU KNOW?
Kleenex® Tissues offered
the first printed tissues.
Paper towels are introduced
to the American marketplace.
Kleenex® Brand launches the
first Pocket Pack tissue.
The Story of Mary Marlin
Radio Show is sponsored
by Kleenex® Tissue.
1930s
The Kleenex® Brand is swamped by letters from consumers
advocating using these facial tissues for colds. Now
Kleenex® Tissues can benefit women and men. The
company responded with a new positioning:
The handkerchief you can throw away!
Radio is the main entertainment of the 30s and Kleenex®
Tissue chooses to advertise on the radio soap opera, The
Story of Mary Marlin. This serial is hugely popular and had a
modern storyline; the main character was a female senator!
DID YOU KNOW?
Launch of the Kleenex® MANSIZE®
Tissue. The brand's True Confessions
campaign yields a whopping 125,000
responses of how consumers use
their Kleenex® Tissues!
During World War II, paper
restrictions are imposed, resulting
in the launch of Kleenex® CHUBBY®
in Canada.
Little Lulu sings the praises
of Kleenex® tissue.
Paper restrictions are lifted
and Kleenex® 200 returns.
The Eyeglass Tissue is introduced.
The Kleenex® Tissue Quadrant
Design is on display at the
Museum of Modern Art.
1940s
Support for World War II has taken over the hearts and homes of
America. Paper restrictions limit Kleenex® Tissue production, but not its
innovation and spirit. During World War II, the same material used for
Kleenex® Tissue is used for sterile dressing by field doctors and nurses.
Popular promotions and advertising continue and become hallmarks of
the facial tissue brand.
Little Lulu, a popular character from the Saturday Evening
Post, reminds people to help the war effort by conserving
their resources. In 1949, she is featured on one of Times
Square's largest billboards ever supporting Kleenex® Tissue!
DID YOU KNOW?
Creative Display Materials include
animated Little Lulu characters
and Arthur Godfrey tie-ins.
Kleenex® Brand sponsors
The Perry Como Hour on TV.
The Brand's Paper Dinner Napkins
are introduced.
Sneezin' Seasons
displays introduced.
1950s
In this exciting era of American optimism, the Kleenex® Brand
remained an innovative leader with new celebrity tie-ins and
endorsements. Not the least of which is Little Lulu, who appears in
popular paintbooks and as dolls and masks. Her 1954 book of magic
tricks features slight-of-hand tricks with a Kleenex® Tissue!
Kleenex® Brand uses a marketing tactic that is still popular
today! In 1957, a Kleenex® Tissue tear-out strip and 50
cents can win you a Perry Como album. 330,000 people
request the album, which retails for $1.29.
DID YOU KNOW?
The introduction of Kleenex®
SPACE SAVER® packs results in
reduced box sites.
Kleenex® Juniors
are launched.
The Kleenex® Purse Pack hits
the marketplace.
The first upright tissue box arrives
on shelves with the introduction of
Kleenex® Brand BOUTIQUE® tissue.
The Kleenex® Brand Boutique
tissue is introduced in Canada.
1960s
The end of the 1960s felt very different than the beginning;
American habits, images and icons were changing rapidly. To stay
on top of a changing population, Kleenex® Brand moves its
advertising on CBS from evening to daytime programming
anticipating emerging daytime television popularity.
Celebrity endorsements are back. Henry James
unsuccessfully tries to blow through a Kleenex® Tissue on
his trumpet, showing that tissues have not only gotten
softer, but stronger, too!
DID YOU KNOW?
The introduction of
Kleenex® Brand CASUAL
tissue and starburst prints.
Popular TV star Joanne Worley
represents the Kleenex® Brand
in a new campaign.
1970s
The Kleenex® Brand ushered in new styles and
designs to reflect the latest trends, especially the
Kleenex® BOUTIQUE line.
Celebrity endorsements are back. Henry James
unsuccessfully tries to blow through a Kleenex® Tissue on
his trumpet, showing that tissues have not only gotten
softer, but stronger, too!
DID YOU KNOW?
Introduction of Kleenex® Brand
SOFTIQUE® Tissue.
Introduction of Kleenex® Brand
Bundle Packaging.
Kleenex® says Bless You Campaign.
The Kleenex® Holiday Collection
is launched in Canada.
1980s
Bringing new innovations to the marketplace while turning
the big 6-0, the Kleenex® Brand introduces SOFTIQUE®
tissues, the first scented tissue, and BUNDLE PACK
packaging, popular with the cost-conscious consumer.
A Hollywood screen legend redecorated his bathroom to
match his favorite Kleenex® Brand product only to learn
that Kimberly-Clark is replacing that shade. But the
company offered him a lifetime supply to make up for it!
DID YOU KNOW?
Introduction of Kleenex® Ultra
the first 3-layer tissue.
Introduction of Kleenex® Brand
SOFTIQUE® Tissue.
First introduction of designer
graphics with Kleenex®
Expressions® tissues.
Kleenex® Expressions®
introduced in Canada.
Kleenex® Travelers introduced.
Kleenex® Coldcare line of products.
Kleenex® introduces new designs
from 6 color printing process
for its Expressions® tissues.
1990s
Increased popularity of specialty packages gives way to a
new line of Kleenex® Expressions® tissues and Kleenex®
Holiday Collection both created to celebrate consumers
decorating choices and spirit!
In the 1990s Kleenex® Brand gave consumers many new
choices. From more design selections, to designer graphics to
an innovative 6-color printing process, Kleenex® Tissue entered
a new world of color. Another new link, Coldcare, is created to
offer more comfort during cold and flu season.
DID YOU KNOW?
Kleenex® with Lotion
is introduced.
Reintroduction of Kleenex®
Tissue with Menthol.
Kleenex® Ultra Soft is introduced.
Kleenex® Anti-Viral* is introduced.
Kleenex® Oval Expressions®
are introduced
Kleenex® Brand Let it Out® campaign
mykleenextissue.com launches,
allowing consumers to create
their own, custom Kleenex®
Tissue Boxes
Kleenex® Brand introduces
"Slices of Summer" wedge boxes
2000s
The Kleenex® Brand is now comforting families in over 150
countries. To meet consumer demands, more quality products
are developed to comfort those with colds, allergies, or special
needs. Kleenex® Anti-Viral* offers tissues that kill 99.9% of cold
& flu virus in the tissue.
Some cold & flu viruses can live in tissues for up to
24 hours? Yikes! That fact helped to prompt the creation of Kleenex
® Anti-Viral* Tissues!
*Kills 99.9% of cold and flu viruses in the tissue within 15 minutes. Virucidal against Rhinoviruses Type 1A and 2; Influenza A and B; and Respiratory Syncytial Virus; in the tissue within 15 minutes.
