Kleenex targets tweens with High School Musical 3

High School Musical is Disney’s most successful franchise and with the anticipated launch of the third movie next month, big brand names are cashing in.

One such brand is Kleenex, which is launching a new facial tissue collection featuring hero characters from the film on Kleenex cubes and pocket packs.

With more than two million family households not using facial tissues, yet suffering from five times as many colds, Kleenex is taking the opportunity to grow the facial tissue category by developing the new range to appeal to a new generation of consumers called ‘tweens’. 

A juxtaposition between adult and child preschoolers, the range will encourage early tissue hygiene practice and allow for incremental sales for Kleenex Disney.

Tweens are an increasingly powerful and smart consumer group which last year alone spent and influenced $1.18 trillion across the globe and are an audience not yet catered for by Kleenex.

Johanna Eschbach, Brand Manager at Kleenex UK said: “The launch of Kleenex High School Musical 3 range has been created to help drive the facial tissue category after in-depth consumer research revealed there is scope to target this new ‘tween’ audience which was previously unexplored.

“Tweens are an influential consumer group:  we believe that they will bring incremental volume to the range and we expect sales to increase up to 30%. We think the best vehicle to target the age group is through the High School Musical phenomenon.  This is the third year Kleenex has partnered with Disney, having leveraged the hot Disney properties of the moment to keep the kid’s range fresh.  We aim to build on the appeal of High School Musical 3 in the same way.” 

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