We typically use many hygiene products reactively, using a tissue when we sneeze, washing our hands when weâve dirtied them, or reaching for a wipe when we get extra grimy. A global pandemic has brought these background players in our lives to the fore, turning it into something proactive to mitigate the transmission of the coronavirus. In some cases, we are still motivated to slather our hands in sanitizer to prevent catching COVID-19, even though there’s still no amount of hand sanitizer that will kill it.
This significant change in the role of hygienic goods, however, inspires the new line of Kleenex products positioned as preventative items, protecting while providing a sense of control and confidence. The tissue peddler enlisted UK agency Echo to provide branding, graphic and packaging design, as well as artwork production for Kleenex Proactive.
