Following criticism, Kleenex drops its tissues brand name. It is said that after sexism complaints and accusations, the company is to rename its product as ‘extra large’. The company had chosen a branding name ‘Mansize’ tissues which it is accused of being sexist. Now the company said the tissues will be called Kleenex Extra Large instead.
Kleenex products have been in the US and UK markets since its launch in the 1920s as an ice cream and makeup remover. In 1956, the company introduced “Kleenex for men” in 1956 while claiming the tissues would “stay strong when wet”. A growing criticism has now forced Kleenex to change its branding. Looking at some of the comments tweeted, one can clearly see that people are concerned about the name. It makes one think the company should have consulted a branding agency. People are wondering why a product would be named in “Mansize” in the rapidly changing world.
A spokesperson for the Kleenex’s parent company, Kimberly-Clark said the Mansize tissues have been in the market for the past 60 years. The brand, which is characterised for it’s much larger size is also soft and durable. According to the spokesperson, the brand was launched when large cotton handkerchiefs were still popular, and it is at this time that Kleenex provided a unique disposable alternative. To this day, the brand has remained as one of the most popular products. The tissues get more than 3.4 million sales every day.
According to the spokesperson, Kleenex is grateful to customers who take time to review their products and offer suggestions on how to improve their products. The company consider all suggestion carefully. It is now rebranding its Mansize tissues to Kleenex Extra Large to fit its description.
Soon, consumers will see the new name on the boxes in stores. It looks like having a branding agency is really important. Waitrose had announced that it was changing its product name following complaints. The British food retailer changed its gentleman’s smoked chicken Caesar roll. Despite the claims and the changing of the branding name, the Advertising Standards Authority (ASA) said it had yet to receive any complaints about the Kleenex Mansize tissues.
Nevertheless, the spokesperson said that since the topic of gender as portrayed by the Mansize ads is a “live issue” that calls for action even if the ASA did not have a breakdown of complaints, especially those touching on sexism in adverts.
Adding on their comments, the spokesperson said that the ASA has in the past 18 years undertaken a significant amount of work around gender stereotypes in adverts. The Authority has even researched into public opinion and consultation on a new rule proposed for mitigating the spread of harmful gender stereotypes. You might need to find a reputable branding agency which will get you an ideal name for your product.