Kleenex Score

Kleenex partnered with IMDb to create The Kleenex Score, a unique rating system revealing a film's emotional intensity before pressing play. This innovative integration helps movie lovers anticipate tear-jerking moments, empowering them to be prepared with Kleenex. It transforms a functional product into an essential companion for emotional viewing, leveraging cultural trends around self-care and emotional well-being. The campaign aimed to inspire Kleenex use during movies, build brand relevance, and create natural purchase triggers by connecting emotional content with practical preparedness.