In-keeping with the recognisable Mansize style, the design refresh reinforces the Kleenex heritage, while drawing inspiration from the latest in men’s fashion and grooming, creating a more appealing, bold and modern take on an old favourite, according to Kimberly-Clark.
Developed to increase stand-out on shelf, the eye-catching pattern aims to attract younger shoppers whilst still retaining its appeal for loyal consumers.
According to Kimberly-Clark, research found that shoppers spot the new pack two seconds quicker with 50% finding the design engaging, compared to 25% with the old design.
The Compact and traditional Mansize formats contain tissues but the Compact format is half the width of the traditional pack.
In a statement, Kimberly-Clark said: “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.”
Kleenex brand manager James Hallam said: “The Mansize category is a key segment of the facial tissue market and accounts for 29% of all sales. 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.”
