Kleenex x Mr Doodle | Turning Media into Accessible Art
Kleenex / Kimberly-Clark (United Kingdom)
Agency: PHD UK
Award Recognition
- Grand Prix — 18th Annual Internationalist Awards for Innovation in Media (2026)
CASE STUDY SUMMARY
For years, Kleenex faced a challenge that had little to do with tissues themselves.
While the brand remained the UK’s category leader, younger consumers were increasingly disengaged. Research revealed a surprising barrier to purchase: the packaging. Many younger consumers viewed tissue boxes as unattractive household items associated with illness rather than something they wanted on display in their homes.
Kleenex responded by rethinking the box itself.
Partnering with celebrated British artist Mr Doodle, the brand transformed its iconic cube packaging into a series of limited-edition designs intended to function as accessible pieces of art. But rather than treating the collaboration as a simple packaging redesign, the media strategy extended the idea into a broader cultural experience.
The launch centered on a live art installation at London’s Outernet, where Mr Doodle created a new artwork inside a transparent cube while audiences watched both in person and via TikTok livestream. Viewers could contribute ideas in real time, influencing the artwork as it evolved. The campaign expanded through murals, digital billboards, social content, retail media, and TikTok Shop integrations that made the products immediately available for purchase.
The result was a campaign that blurred the lines between product design, media activation, audience participation, and commerce—turning an everyday household item into a cultural conversation.
KEY INSIGHT
The barrier to purchase wasn’t the product inside the box.
It was the perception of the box itself.
By transforming packaging from something people wanted to hide into something they wanted to display, Kleenex could make the brand more relevant to a new generation of consumers.
WHAT IT REVEALS
Many brands search for new ways to create relevance through messaging.
Kleenex took a different approach.
Rather than adding another layer of communication, it transformed the product itself into the media idea. The campaign demonstrates how innovation can emerge when brands rethink the role their products play in people’s lives—not simply what they say about them.
WHAT MADE IT EXCEPTIONAL
The collaboration extended far beyond a celebrity endorsement or limited-edition packaging launch.
Every element of the media strategy was designed to bring Mr Doodle’s creative process to life and invite participation. Physical installations became social content. Livestreams became collaborative art experiences. Retail became part of the storytelling. The result was a seamless blend of brand building, engagement, and commerce.
KEY RESULTS
• Kleenex household penetration and market share reached their highest levels since 2020
• Total Kleenex sales increased 5% year-over-year
• Sales of Mr Doodle edition cubes were more than double previous limited-edition designs
• The campaign achieved 160% of its annual sales target in just 25% of the year
• Brand favorability increased by up to 15 points among younger consumers
• Purchase intent increased by up to 13 points among light tissue buyers
• The collaboration strengthened brand meaning and differentiation, particularly among consumers under 35
CREDITS
PHD UK
Talon
Grand Visual
FCB London
