Over the past ten years, Sterling Brands has partnered with Kimberly-Clark to breathe new life into their portfolio of global brands including Andrex, Cottonelle, Huggies, and Kleenex. Since 1924, Kleenex has been a category inventor and synonymous with care. However, it had been suffering from a decline in penetration in Europe due to category commoditization. Consumers were not seeing a difference between Kleenex and it’s private label competitors.


Sterling developed a new brand architecture and graphic language across the entire Kleenex portfolio that was differentiated to ultimately reinvigorate consumer perception and help Kleenex regain category leadership. The new design has contributed to increases in sales as upward of 20% in certain markets.