From Hannah Montana to swine flu fear

Grocer, May 16, 2009

Kleenex has adorned the packaging of its tissue paper with Disney heroine Hannah Montana in a bid to grow the tween market.

The two strong-range, being rolled out now to cash in on the new Hannah Montana movie, consists of cube (rsp 1.72 [pounds sterling]) and pocket packs (1.32 [pounds sterling] for eight). It forms part of the brand's strategy to "develop the tissue habit early", said Martina Jezdikova, brand owner for the Kimberly-Clark brand.

Jezdikova said she expected the launch to benefit from fears about swine flu following Department of Health advice on using and disposing of tissues.

COPYRIGHT 2009 William Reed Ltd.
COPYRIGHT 2009 Gale, Cengage Learning

 

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