How do you sell more Kleenex?
There's only so many tissues one can use, even with a cold.
Or the Internet.
Take a look at mykleenextissue.com. Instead of advertising, they've decided to innovate: not with a new product but with a brilliant soft innovation. A new oval box and nine different seasonal designs. Then they made the boxes customizable. Upload your own picture, change the colour, add text.
You can even get a preview of how your box will look (see my own bold design on the left) Apparently the tissues are flying off the shelves.
All because of not advertising.
The biggest challenge that creatives currently face is how to adapt our skills to an economy that no longer needs traditional advertising to create sales.
How do we get access to companies to influence the products they make. This is the sort of low-cost idea (compared to advertising or new product development) that we are ideally equipped to create. But we're only ever involved at the end, after all the important decisions have been made.
I'm a wee bit stuck on this. Answers on an e-card.
Time to "Let out your creative juices" as they say on the mykleenex site ;)
(full story here at Fast Company)
