Food Industry
Industry: Email Alert RSS FeedFrom 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.
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Jezdikova said she expected the launch to benefit from fears about swine flu following Department of Health advice on using and disposing of tissues.
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