"We wanted to change the behaviour of our female target market by getting them to understand the benefits of Kleenex® pocket packs and wipes; and that these products are indispensable items in every woman's handbag," explains 34Woman Managing Director, Judy During.
A woman's handbag is more than just a fashion statement; it is both armour and ammunition against whatever life throws at her at every stage of womanhood - from heartbreaks to smudged mascara to little chocolate-covered fingers all over her new dress.
"So instead of letting these little mishaps get in the way, if you've a Kleenex in your handbag all you need to do is stop, breathe, reach for your Kleenex® and carry on," says Kleenex® brand manager, Tarryn Fowler.
Kleenex® is giving away 100 designer handbags to consumers who buy any Kleenex® product. Handbags can be redeemed from designer clothing store, Nicci Boutique.
On Facebook, Kleenex® is asking women to post photographs of the contents of their handbag to stand the chance of winning a handbag.
Extensive in-store activations are also taking place nationwide. Consumers who buy Kleenex® on activation days receive a free gift - a stylish sleeve in which to keep their Kleenex® pocket packs - perfect for any handbag.
The campaign is also supported through extensive point-of-sale in major retailers and pharmacies as well as sampling at schools and intersections.
The campaign ends August 2012.