Kleenex Packaging Design: how to stand out in a commoditized category
Packaging design has become one of the most important factors to be succesful at the retail shelf in the FMOT.
Especially in commoditized categories, it is crucial to make the packaging interrupting shoppers, providing clear differentiation as well memorable experiences.
Tissue brand Kleenex, owned by Kimberly-Clark, is a great benchmark: they obviously know that today’s retail landscape requires a disruptive packaging. Thus, Kleenex refreshes packagings frequently in order to surprise and deliver a commodity product like tissues in an unexpected way (see examples below).
Furthermore, people can not only create a custom Kleenex Box at MyKleenexTissue.com, Kleenex also holds contests on a regular basis, looking for the best designs by different target groups such as Hispanics or students.
Gender-specific tissues in mini packs, via hh-design
Christmas packs I, via thedieline
Christmas packs II, via thedieline
In-Kleenados with different retro designs, via shelfimpact
Collections range by student (Winner of a packaging design competition), via marketingmagazine
Kleenex facial tissue boxes by Hispanic amateur artists (Winner of a packaging design competition), via popsop
Limited edition“Perfect Slice of Summer” for Target, via commarts
Kleenex decorator boxes, via boxvox