Kleenex sponsors Olympic tears.(Kimberly-Clark Corp. sponsors 2002 Winter Olympics, launches marketing campaign)(Brief Article)

Advertising Age, January, 2002 by Neff, Jack

Kleenex could be a winner by a nose. When Winter Olympians get teary after seeing their scores next month, Kimberly-Clark Corp. hopes the first thing they-and millions of spectators-think about is grabbing a Kleenex. To that end, Kleenex is rolling out an elaborate integrated print, online and retail campaign designed to draw attention to special-edition Kleenex boxes at the Games.

Kleenex is sponsoring "Kiss and Cry" areas where athletes await judging after ice skating and other events. Though the Salt Lake City Games' "clean venue" rules prohibit brand names, Kleenex, the official facial-tissue supplier to the Salt Lake City Games, will supply special-edition Olympics-themed tissue boxes-sans brand name-on both ends of the benches for athletes and coaches....

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