Barry Hall for Kleenex | Blinc International
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Barry Hall for Kleenex

11 Aug Barry Hall for Kleenex

Barry Hall and KleenexWhat was it?

Blinc was employed to source Talent for the latest Kleenex campaign in 2015, ‘Soften Up’ which was developed by J. Walter Thompson, Sydney. The campaign created a new positioning for the entire Kleenex facial tissue range and aimed to break a common association with illness and remind Australians that ‘what’s in the box’ matters most on a sentimental level.

In order to communicate this, they needed to utilise an iconic, intantly recognisable Australian personality who, through cultural association is known to be in some way ‘hard’, an ‘old school bloke’. By juxtapositioning a personality like this as ‘soft advocate’, Kleenex aimed to remind people that we all have feelings.

To communicate the message Blinc sourced and negotiated the campaign with ex-AFL champion and notorious hard guy, Barry Hall.

How it worked

Spearheaded by a series of three TVCs in a 6 month campaign which show Hall unashamedly demonstrating strong emotions in three situations, the campaign also comprises 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 J. Walter Thompson. 


Simon Langley, ECD, J. Walter Thompson Sydney said “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.”

Case Studies

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