It is investing £3m in a series of experimental social TV adverts to support its Let It Out campaign, designed to encourage Brits to express their emotions.
The commercial is set in several cities, where 'a good listener' - actor Tony O'Callaghan from The Bill - invites the reluctant public to join him on a blue sofa in the middle of the street with a box of Kleenex on hand as they release their feelings. The 60-second advert runs until March.
"The idea is to try and create an emotional affinity between the consumer and Kleenex tissues," said Marc Zander, marketing manager UK and Ireland. "We hope to make the tissue much more than just a product but rather an indispensable aid to help people let their emotions out."
The campaign will be supported by on-pack and point of sale promotions and a dedicated website.