Kimberly-Clark Australia has announced details of a marketing campaign to accompany the rolling out of its Kleenex Silk Touch tissues product.

Replacing the existing everyday Kleenex facial tissues, the Silk Touch tissues release will be supported with a $6 million integrated marketing campaign.

Created by local agency JWT, the Kleenex TVC uses different family members and likens the product to other soft items including make up brushes, marshmallows, soft linen, baby’s skin and the comforting feel of a hug.

Inspired by the wrapping artist Christo, and celebrating the 40th anniversary of his internationally famous ‘Little Bay’ wrapping, the ‘Kleenex Silk Touch Tissue Tree’ has been created by local artists Perso and Detch, it will be wrapped in hundreds of metres of silk and laden with tissue filled blossom for consumers to pick, in place for one week next to Sydney’s Museum of Contemporary Art.

Over 500 stores and 750 sampling sessions will appear in supermarkets from mid-May using a Kleenex Silk Touch tissue ‘shopping trolley’.

“Kleenex market share is currently at 54.1%, our highest since 2006, so this is an ideal time to introduce our Silk Touch tissues to the market,” said Valerie Moreno, marketing manager, Facial for Kimberly-Clark.