Kleenex would definitely not be considered a sexy product. It’s a paper product, and one that you use most often when you don’t feel well. Honestly, Kleenex couldn’t be more of a commodity product. To break out, they are creating a program called Feelspace. Feelspace is Kleenex’s mall experience where they have a 20 x 20 booth that features Kleenex’s products. You’re able to touch a waterfall, get a hand massage or sample Kleenex tissues from dispensers. Feelspace even features a 42 inch touchscreen to have fun with images. Kleenex is bundling the experience with an iPhone app to boot. Having taken these initiatives, Kleenex is taking a commodity product, then using Feelspace to fulfill a customer’s need for a see, feel, touch experience – the single most powerful way for a consumer to understand your product benefit. Are you in a perceived commodity market? What are you doing to help customers see, feel and touch your product to help differentiate yourself?
photo via brandfreak.com