LONDON, June 11, 2013 /PRNewswire/ --
This summer, Kimberly-Clark will unveil a contemporary new design for its Kleenex® Mansize variant, featuring a dynamic contoured pattern on both the traditional and Compact formats.
In-keeping with the recognisable Mansize style, the design refresh reinforces the Kleenex heritage, whilst drawing inspiration from the latest in men's fashion and grooming, creating a more appealing, bold and modern take on an old favourite.
Developed to increase stand-out on shelf, the eye-catching pattern aims to attract younger shoppers whilst still retaining its appeal for loyal consumers. Research found that shoppers spot the new pack two seconds quicker with 50% finding the design engaging, compared to 25% with the old design¹.
The Compact and traditional Mansize formats both contain the same soft, strong, quality Mansize tissues but the Compact format is half the width of the traditional pack. Mansize Compact was introduced to the category in 2008 following consumer feedback that, whilst they loved the large tissues, smaller packaging was preferred. The box was then made even smaller in 2011 following the popularity of the original innovative design.
James Hallam, Kleenex Brand Manager, comments: "The Mansize category is a key segment of the facial tissue market and accounts for 29% of all sales². The refresh follows research which found that the current design was not eye-catching enough: to address this, the new pattern is bold and modern but most importantly, the pack is in-keeping with the Mansize style and contains the same big tissues which our consumers love."
The new packaging will roll-out in-store from the beginning of June. MRSP £1.99 (Kleenex Compact Mansize Twin / Kleenex Mansize)
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SOURCE Kimberley Clark