Kleenex Let it Out Campaign Gets Hosed by Greenpeace

kleercut_kleenex.jpg

Over the weekend in Times Square, the Kleenex Let It Out campaign in which people let their emotions out while Kleenex films them was infiltrated by Greenpeace which is irked Kleenex manufacturer Kimberly-Clark uses "ancient growth" forests in their tissue products. Greenpeace activists, posing as distraught individuals complained about Kimberly-Clark's apparent deforestation tactics while Kleenex PR people had nothing much to do except let it happen, even when some activists unfurled a banner for Kleercut, Greenpeace's tree hugger effort.

It's classic surprise marketing at its finest. After all, what could Kleenex people do? The entire promotion is all about providing people a platform to air their grievances. If you are concerned about a company's supposed less-that-nice use of foresting techniques tan what better place to air the grievances that on a couch to an understanding listener. Or at least one that's supposed to be understanding.

by Steve Hall    Mar-26-07   Click to Comment   
Topic: Brands, Good, Guerilla   

Enjoy what you've read? Subscribe to Adrants Daily and receive the daily contents of this site each day along with free whitepapers.



Comments



Comments

talk about guerilla marketing...this action by Greenpeace takes the cake!

Posted by: Mary on March 26, 2007 5:06 PM

talk about guerilla marketing...this action by Greenpeace takes the cake!

Posted by: Mary on March 26, 2007 5:08 PM

Yeahh
And Kleenex... While you're out there, invest in a less cheesy couch... Or is this some kind of "retro-look-back-in-anger" only the really cool people at the agency and high fiving me at
Balthazar will understand.
Jesus, you ad people are so fucking wicked!
Cheers/George

Posted by: George Parker on March 27, 2007 5:46 PM

I have that couch...I got it from IKEA

Posted by: Cas on March 28, 2007 1:59 PM

There's a sweet new video of this intervention at http://www.youtube.com/watch?v=sZCym0DB7hA

Posted by: beka on March 31, 2007 12:46 AM

Is it better than Clinton trying to start a conversation with America? I dunno...
Doesn't Greenpeace have better things to do, like attack Nintendo for their terrible environmental policies.

Posted by: Driv3r on December 24, 2007 6:23 PM





Stanton Optical


Featured FREE Resource: