Arbex (Kimberly-Clark) · UK · 2025–26

Kleenex × Mr Doodle.

Turning a tissue box into something people want on display.

Kleenex × Mr Doodle limited-edition cubes
Client
Kleenex · Arbex (previously Kimberly-Clark)
My role
Creative Director
Scope
Limited-edition cube designs and shelf-ready packaging
Disciplines
Creative direction, packaging design, art direction

The problem

The box was the reason younger households weren’t buying.

Research showed younger shoppers associated the tissue box with being ill, and wouldn’t leave one out. Most said they would buy a product for the first time if they liked the design.

So the fix wasn’t an ad. It was the product, with a campaign built around it.

Results

The DrumAwards Gold, Packaging
AdweekMedia Plan of the Year 2026
Festival of MediaGlobal
Performance MarketingAwards

Credits

Artwork: Mr Doodle (Sam Cox).

Campaign: FCB London (2025). Media: PHD. Out-of-home: Grand Visual and Talon.

All content © Arbex / Kimberly-Clark.

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christievgray@gmail.com

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