Kleenex has teamed up with Amazon to launch an innovative and playful tool designed to help individuals navigate the emotional aftermath of a breakup. The “KleenEX: Breakup Calculator” is an online activation that offers a unique way for newly single individuals to move on from their exes. This initiative is timed to coincide with International Breakup Day, adding a touch of humor and support to what can be a challenging time.
The Breakup Calculator allows users to visit a dedicated website where they can input details about their breakup, such as the type of relationship, its duration, and how often they cry. Based on this information, the calculator generates a personalized timeline for healing, complete with an estimate of how many boxes of Kleenex tissues they might need. Additionally, users receive a discount code and a variety of “ex-tras” from Amazon, including playlists to cry to, book recommendations, and movie marathon suggestions.
This collaboration leverages the Amazon Ads ecosystem to drive engagement and purchases, while also offering Amazon a chance to promote its entertainment offerings. The campaign is supported by paid media running on Amazon Ads and social media channels, ensuring broad visibility and reach.
Kleenex’s Breakup Calculator is part of the brand’s broader strategy to remain relevant in a competitive market. By shifting from a purely functional message to one that emphasizes emotional support and strength in moments of vulnerability, Kleenex is positioning itself as a comforting companion during tough times. This approach not only helps the brand stand out but also builds deeper emotional connections with consumers.
In conclusion, Kleenex’s Breakup Calculator, in partnership with Amazon, is a creative and engaging way to support individuals going through a breakup. By combining practical product recommendations with emotional support and entertainment, this initiative highlights the brand’s commitment to helping people find strength and comfort during difficult moments.
