Depending on how dirty your mind is, a ‘Kleenex kiss’ sounds at best mildly unhygienic - at worst, it’s straight-up disgusting. Nevertheless, it’s the brand’s new way of getting our attention.

How? With pop-up video displays, in which unsuspecting passers-by are suddenly confronted with a video of their partner, mum or adorable kids. The screen stars read a loving message, and kiss a tissue. A pocket pack of Kleenex then pops out below the screen.

Is this - despite the apparently sealed pack - to pass on the kiss? Or are the tissues there to stint the tears Kleenex hopes to have provoked?

So it’s either confusing or cynical - especially as it’s not really clear why any actual human interaction was off the menu. Strange.