For this activation program, we used high fashion cues to highlight the fresh patterns of Kleenex Designer Series. Inspired by stylist swatches, we created an at-shelf lookbook of the newest designs and product formats. Unexpected cross-category placement helps reframe Kleenex as more than a functional product. Online, a  “banner boutique” allows shoppers to browse and buy from curated collections of fashion accessories, including Kleenex Designer packs. This curated collection is also available in retailer savings apps (like Cartwheel).