Stealth branding continues

January 11, 2010
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Kleenex launched its Ultra Soft tissue brand in Europe and the UK with packaging that swaps the prominent Kleenex logo with the phrase “Feel me” rendered in the brand’s signature script. The design highlights the Ultra Soft claim as Kleenex’s “softest tissue ever” and will revert to the Kleenex logo after a six month trial. The effort represents a movement toward more subdued, even stealthy, branding exemplified by the likes of Starbucks, which launched unbranded concept cafes last year, and McDonalds, which introduced Quarter Pounders to Japan with unbranded minimalist-style shops that more closely resemble nightclubs than fast food restaurants. (Kleenex package design: Anthem Worldwide (UK office), www.anthemww.com)

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