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Working with agencies SMP and JCDecauxLive, Kleenex encouraged the public to record themselves blowing a ‘Kleenex Kiss’ – kissing a tissue and giving it to a loved one – in a video booth. Consumers’ videos were uploaded to a dedicated microsite over the weekend.
The first 4,000 visitors to take part in the activation were given the opportunity to send a limited-edition gift box with their message. Each participant was also given a single red rose to take home as a Valentine’s gift.
Alex Pickering, head of marketing at Kleenex, said: "Our goal is to build year-round usage by inspiring others to give a Kleenex tissue to a friend or loved one every day as a gesture of care. Valentine's Day provided an occasion for us to demonstrate our warm and tender feelings for our loved ones.
"This Valentine’s Day weekend we invited London commuters to proactively share their kisses and show they care. This is a notable step forward to encourage people to always have their tissues at arm’s reach, so that they can make these positive gestures every day."
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