ad: Annual 2024 Now Open For Entries!
*

JWT ask us to soften up and make a new acquisition

Published by

One of Australia’s toughest men, Barry Hall, the ex-AFL champion and notorious hard man (think a cross between Vinnie Jones and Crocodile Dundee and you're almost there) is urging Australians to find their softer sides this winter in a new brand campaign for Kleenex Facial Tissues. Launching this week, the campaign by JWT unveils a new, master-brand positioning for the entire Kleenex Facial Tissues range, and aims to break a common association with illness (particularly in the cold and flu season) and remind Australians that ‘what’s in the box’ matters at all life’s moments.



Barry Hall hugs his mum

Ex-AFL Champion Barry Hall is urging Australians to find their softer sides this winter in a new brand campaign for Kleenex

To communicate the message and inspire Australians to “Soften Up,” Hall has been engaged as an advocate of all things soft across all campaign executions in a role that juxtaposes his image in a lightly comic and surprisingly touching way. Spearheaded by a series of three TV clips which show Hall unashamedly (and uncharacteristically) displaying strong emotions in three different scenarios, the campaign also consists of online video and social content and a large-scale radio partnership, including radio street team activations in Sydney. 
Other ‘Soften Up’ campaign elements include PR, Radio partnerships, brand activations, sampling, shopper, website refresh, and social support on owned channels. Strategy, creative and campaign leadership were all provided by JWT.

Barry Hall pets a duckling!

*

Dominique Chandler, marketing sector lead of family care at Kleenex parent company Kimberly Clark, said the creative approach was driven by research that revealed Australians are a pretty tough bunch, with 71% of them admitting to regularly hiding their emotions. She said: “While there’s often a taboo around displaying too much emotion, we know from our research that being open can help us lead happier lives. As our country’s softest tissue, we want to inspire Australians to Soften Up, experiencing how good it feels for themselves, and for everyone it touches. We’re excited about Barry’s role in the campaign and this new position for the brand.”
 

JWT Asia Pacific's ECD, Simon Langley
, added: “Barry Hall was the perfect Australian tough guy to communicate the new brand point-of-view and make Kleenex Tissues synonymous with emotional softness, not just functional softness. He’s a real life ‘hard nut’ turned soft advocate, giving others permission to give in to their emotions and experience the benefits.”

Barry Hall asks Australia to soften up

The JWT-owned field and shopper marketing company Always, has acquired the integrated marketing business 3ree in Singapore

In related news, the JWT-owned field and shopper marketing company Always, has acquired the integrated marketing business 3ree in Singapore. 3ree offers event management, sourcing and production of marketing premiums, project management for exhibitions and activations, and design and creative services, as well as digital marketing. The company, which was founded in 2010 by Tan Li Li and Isabel Cheong, has implemented projects in key Asian markets, including Malaysia, Indonesia, Vietnam, India, Japan, Korea and Australia, for a wide range of clients, including Microsoft, Mitsubishi Electronic, Seagate and StarHub. Always, meanwhile, offers trade marketing, including merchandiser management and retail audit; retail marketing, including promoter management, in-store activation and retail environment designs; as well as shopper marketing, including point of sale design, events and road shows, as well as premium design and production. Always set up offices in Taiwan and Singapore in 2013. 3ree will be a part of Always Singapore, and together, will serve as a hub for regional expansion.

3ree offers event management, sourcing and production of marketing premiums, project management for exhibitions and activations

*

Tom Doctoroff, CEO of JWT Asia Pacific, said: 

“Our partnership with 3ree represents our confidence in the Always field marketing proposition, not only in China but across Asia, particularly Southeast Asia. We are very proud of Always’ unique ability to deliver pioneering solutions to clients of “scale management” through its unrivalled execution network. 3ree will be a critical new addition to this capability.” Always founder and chairman Cai Hua, adds: “I am so happy to have 3ree in the Always Group. I strongly believe that 3ree will be the turbo engine to speed up our Asia expansion plan.”

Comments

More Leaders

*

Leaders

The Elephant In The Conference Room

Overcoming Confirmation Bias To Improve Business Outcomes Of all the cognitive biases that affect business, confirmation bias might be the most insidious. It’s a challenge for many companies that can negatively impact performance. Smart...

Posted by: Lysle Wickersham
*

Leaders

#GettingToKnow Sleek Events Founder Jennifer Davidson

Tell us a bit about your role! Is there a “typical” day? As a founder, there is never a typical day. My role has evolved as the business has grown over the past 10 years. I love having variety in my day, but I find most of my time is...

Posted by: Creativepool Editorial
ad: Annual 2024 Now Open For Entries!