Kimberly-Clark is aiming to breathe new life into its Kleenex For Men tissue brand with a £3m relaunch.
The spend will include a new pack design and improved product set to hit shelves in August. The tissue has been upgraded to increase strength while not losing any softness.
PoS will be used to back the new push, as will three-for-two packs for a limited period.
TV advertising has been scheduled to break in December until next February.
Marketing manager Catherine Baudinette claimed the relaunch would drive overall category value for retailers.
She added: “Recently, the category has not enjoyed much innovation but that is about to change with this brand rejuvenation and product upgrade.”