Promotional campain for Kleenex's new Go Pack design. The beauty of Kleenex has always been the versatility and portability of these packs. Their package patterns, however, have seldom appealed to the 18-30 year old market.
By turning the Go Packs white, millenials were given the chance to showcase their personal aesthetic on instagram with the hashtag #mykleenexstyle. Kleenex becomes a blank canvas through which to express their individual style.