Tissues. An industry that’s dominated by Kleenex. Asking for a Kleenex is nearly synonymous, if not more common, than asking for a tissue. But what about Puffs tissues? How can they position themselves as a brand to differentiate their product from the tissue tyrant?
Enter the tough guys campaign. A series of ads designed to target those who wouldn’t normally need tissues unless something “out of their control” requires them to use the stuff. This target audience “never cries.” They also never get sick. After all, they’re tough. Sure, they might get watery eyes and a sniffly nasal if they get hit in the nose with a basketball or chop onions…but other than that, never.
I threw in the last ad of this campaign (‘The Notebook’ and ice cream scooper ad) just to make fun of the target audience’s lack of tears. Let’s be honest…Mr. T and Chuck Norris are the only ones who don’t well up and sniffle.