Picture this: It’s International Breakup Day. A day for scrolling through old photos, replaying memories in your mind, and maybe—just maybe—taking that first shaky step toward moving on. And right when you’re reaching for a tissue, Kleenex steps in with something more than just a box of comfort. They’re showing up like the friend who’s there for you when you’re trying to pull yourself back together. Enter the “Breakup Calculator,” a campaign that redefines what emotional marketing can look like.
Here’s the idea: A playful, yet thoughtful microsite where the freshly heartbroken can pour out the details of their split. How long were you together? How many times have you cried since the breakup? When did it all go south? It’s not just a chance to vent—it’s a way to get a personalized timeline for healing. Oh, and Kleenex will also recommend just how many tissues you’ll need to make it through the rough patches. But they didn’t stop there.
Partnering with Amazon, Kleenex added “ex-tras” like moody playlists, breakup books, and movie suggestions for those nights when you just want to curl up and wallow.
It’s clever, touching, and surprisingly practical. And guess what? It’s working.
Connecting through vulnerability: Why emotional marketing matters
Let’s face it—tissues aren’t exactly thrilling. They’re the kind of thing you buy when you need them and forget about once the sniffles are gone. For a brand like Kleenex, staying relevant in a sea of generic store brands and bargain-bin options isn’t easy. So how do they keep themselves from getting boxed out? By diving headfirst into something universal: heartbreak.
Breakups are messy, emotional, and all too human. That’s where Kleenex decided to meet its audience.
They’re not just selling tissues anymore—they’re offering support. They’re showing up as a partner in those gut-wrenching, tear-filled moments when you need someone (or something) to lean on.
This isn’t about functionality anymore. It’s about what tissues represent: comfort, support, and understanding. By tapping into that emotional core, Kleenex managed to make a really simple and everyday product meaningful. And in a world craving authenticity and connection with every brand, that’s huge.
How the breakup calculator campaign is paying off
So, how’s it all playing out for Kleenex? For starters, the campaign has created a ton of buzz. People are talking about it, sharing it, and—most importantly—engaging with the brand in a way that’s fresh and exciting. It’s a smart move for a company that’s been around for over a century.
But the real brilliance, though, is in how they’ve partnered with Amazon.
By teaming up with the e-commerce giant, Kleenex isn’t just pushing tissues. They drive online sales, offer personalized discounts, and give a little extra love to Amazon’s entertainment options. It’s a seamless collaboration that works to both sides’ advantage.
Then there’s the emotional payoff. In aligning themselves with something as raw and relatable as a breakup, Kleenex is managing to carve out a special place in people’s hearts. When someone thinks about putting together a “survival kit” for heartbreak, Kleenex is now part of that mental checklist. And that kind of brand loyalty? It’s priceless.
What entrepreneurs can learn from Kleenex
Now let’s bring it back to you. Whether you’re building a startup, running a small business, or trying to make your brand stand out, there are some big lessons to take away from Kleenex’s playbook.
Here’s how you can apply their approach to your own marketing strategy:
Find the emotion behind your product
Every product has a story to tell. For Kleenex, it’s not just about tissues—it’s about comfort and healing. What’s the deeper emotional thread that ties to your product? Maybe it’s about bringing joy, sparking nostalgia, or creating a sense of empowerment. Whatever it is, lean into it. Talk to your audience’s hearts, not just their wallets.
Meet your audience where they are
Kleenex didn’t wait for people to come to them. They went straight to where their audience was: in the middle of their heartbreaks. Think about your audience. What are they going through? Where do they spend their time? Find ways to meet them where they are and offer something meaningful.
Think beyond the product
This isn’t a campaign about selling tissues. It’s an experience. Be it breakup timelines or movie suggestions, Kleenex managed to find ways to add value way beyond their product. What can you offer that goes beyond the obvious? Maybe it’s exclusive content, creative partnerships, or a unique customer experience.
Don’t be afraid to get creative
Let’s be honest—no one would’ve expected something like a “Breakup Calculator” from Kleenex. And that’s exactly why it works. It’s quirky, unexpected, and memorable. Don’t be afraid to think outside the box. Sometimes the most effective ideas are the ones that surprise people.
Why storytelling matters
Bottom line, marketing is not just about selling; it’s about connecting. It’s about finding those human moments that make your brand feel like more than just a business. Such is the perfect example of Kleenex’s “Breakup Calculator” in telling this kind of story. It’s just so relatable, amusing, and touching. Most importantly, however, it reminds you that humanity, emotion, and ingenuity can still be found even in the most corporate of industries.
In light of this, consider Kleenex the next time you are coming up with ideas for your next campaign. Think about how they transformed a Kleenex box into a moment of intimacy.
And remember, sometimes the best way to stand out is to simply show up—not just as a brand, but as a friend.
FAQ’s
1. How do I make my brand feel more relatable?
Think about what your audience cares about most—what they’re feeling, what they need, and where they’re at in life. Build campaigns around those emotions, not just your product.
2. Can small businesses use emotional marketing too?
Absolutely! You don’t need a big budget to connect with people. Share authentic stories, engage with your audience personally, and show how your product fits into their everyday lives.
3. What if my product isn’t “emotional”?
Every product can connect emotionally if you focus on the benefits it brings to people’s lives. Even something simple can be powerful when it’s tied to moments that matter.