KLEENEX SCORE | Kleenex | 2025
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Movie lovers often begin watching films without knowing just how emotional the experience will be. To create a meaningful connection with audiences in those moments of high emotion, Kleenex partnered with IMDb to create The Kleenex Score, a unique rating system that helps people gauge a film’s tear-jerking potential and be ready with Kleenex before the tears start.
By leveraging IMDb’s trusted voice, the campaign integrated Kleenex authentically into movie discussions and connected a utilitarian product with emotional entertainment. The Kleenex Score didn’t just sell tissues; it enhanced the viewing experience by providing more insight into the emotional impact of different films, while making Kleenex every movie lover’s essential viewing companion.
Case Film
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