Less is (much) more
The objective was clear: the new Kleenex pack was to be easy to store, more sustainable and more multi-purpose. A study revealed some fundamental insights on paper tissues: they are only useful if at hand. Slim, discreet packaging is easier to place where needed. A new anti-snag opening was also created during development to avoid sticking of the tissues – which reduced the packaging material required even more.
Last year, Kleenex launched a major packaging initiative across the entire portfolio. A Win-Win situation: consumers were able to transport the smaller packs more easily and place them at home. Retailers were able to place more product on the shelves and had longer refill intervals. A 30 per cent reduction in packaging materials equal to 640 tonnes per year, 29 per cent fewer kilometre distances for lorries and 28 per cent lower CO2 emissions – this benefits the environment as well as the logistics budget. And all these advantages benefit the brand image of Kleenex.
In this sector getting more from less is always important and this carton had, in the Judges opinion, met this target. The brief was to find a way of reducing the size whilst still containing the same number of tissues. The reason for this was not merely to save on packaging but, by managing to reduce the pack size by 30%, find savings throughout the supply chain in such areas as outer packaging, shipping costs and shelf utilisation. This is important for a lightweight product such as tissues. The Judges noted that despite this change, the cartons still opened well and the tissues could be taken out as easily as with the previous pack.