Its series of “Kleenex Moments” focused on human emotions in the various athletic events, which research showed were watched by couples. The campaign involved marketing, advertising, Internet and media relations. The media outreach alone generated more than 1,700 news stories with a total audience of nearly 135 million readers and viewers.
In an example of the no-good-deed-goes-unpunished maxim, the environmental organiza- tion Greenpeace used the publicity generated by Kleenex to criticize its parent company, Kimberly-Clark (K-C), the world’s largest manufacturer of tissue products. At the time, the company was making 4 million tons of tissue products each year from old-growth forests
STEP 5