Kleenex has launched a fresh marketing campaign that underscores its commitment to product superiority while tapping into the emotional power of confidence. Developed by creative agency Thinkerbell, the campaign showcases a series of short films celebrating how feeling clean can empower children and families to embrace life’s everyday adventures.
At the heart of the campaign is the belief that nothing compares to the confidence that comes from feeling clean and cared for. Targeting modern Australian families, the initiative sends a reassuring message to parents: choosing Kleenex means choosing the very best for their loved ones, whether they’re at home or out in the world.
Sesh Moodley, executive creative tinker at Thinkerbell, described the campaign as a series of “mini films, each one capturing a confident moment.” He noted that with playful references to events like Book Week, the ads depict everything from triumphant potty training moments to kids proudly marching in costume. “Whether it is a sniffly wolf or a mission success moment for a little astronaut, Kleenex is right there helping them feel ready for their big moment,” he added.
Margaret Cheung, head of marketing – family care and professional ANZ at Kimberly-Clark, emphasized the campaign’s dual mission: to unite the brand’s functional excellence with an emotional narrative. “Our goal was to evolve the Kleenex brand with a message that unites functional superiority with emotional resonance,” she said. “Reinforcing our commitment to helping families feel confident, clean, and cared for — whenever and wherever they need it.”
Phillippa Netolicky, general manager at Thinkerbell, praised the project for bringing “Measured Magic” to a heritage brand. “Working on Kleenex has been a brilliant opportunity to reimagine what care looks and feels like in a modern Australian family context,” she noted.
The campaign will reach audiences through multiple platforms, including TV, cinema, and online video, and will be supported by out-of-home advertising and social media. By blending practical reassurance with heartwarming moments, Kleenex aims to deepen its connection with Australian families and highlight the small, everyday ways it helps people feel prepared and confident.
