Kleenex gets into the cold-prevention business
The Kimberly-Clark brand launches an online tool to track the spread of germs before they hit where you live.
According to Advertising Age, consumers will be able to enter their ZIP code in MyAchoo.com and learn where germs may strike within the next three weeks. Kleenex is betting that the site, which will use data from the Centers for Disease Control and Prevention, will go "viral" in a good way.
In theory, people who get a heads-up on the next Andromeda Strain will stock up on Kleenex before they get sick rather then when their symptoms start to emerge. Preliminary tests show that MyAchoo is 90% accurate.
Kleenex will also use data from MyAchoo to help target digital ads and other promotional efforts. A new TV ad campaign is set to start Sept. 16 showing "the shame of people who have been forced into unfortunate alternatives" when they don't have a Kleenex -- such as (yuck) having to wipe their hands on the family dog, the site says.
Kleenex was launched in the 1920s as a cold cream or makeup remover and didn't come to be used a disposable handkerchief until a few years later when Kimberly-Clark's head researcher began using them to treat his hay fever symptoms, according to the company's website. The idea was a hit, and sales of Kleenex doubled as a result.
Decades later, people are still loyal to the brand. According to data Ad Age cited, Kleenex has a 46.8% share of the $1.6 billion facial tissue market. Sales were up 2% in the 52 weeks ended Aug. 31.
A 2002 study published in the Journal of Occupational Environmental Medicine estimates the total economic costs of lost productivity from colds is about $25 billion annually. A working adult loses an average of 8.7 work hours from every cold they experience and 1.2 work hours to care for children under the age of 13.
And of course, all these miserable people will need something to wipe their noses.
Jonathan Berr does not own shares of the listed stocks. Follow him on Twitter @jdberr or jonathanberr.com.
Copyright © 2013 Microsoft. All rights reserved.
Fundamental company data and historical chart data provided by Morningstar Inc. Real-time index quotes and delayed quotes supplied by Morningstar Inc. Quotes delayed by up to 15 minutes, except where indicated otherwise. Fund summary, fund performance and dividend data provided by Morningstar Inc. Analyst recommendations provided by Zacks Investment Research. StockScouter data provided by Verus Analytics. IPO data provided by Hoover's Inc. Index membership data provided by Morningstar Inc.
[BRIEFING.COM] Equity indices continue to hold their recent levels with the S&P 500 trading right near its flat line.
The benchmark index has continued its rebound off the midday lows with leadership from cyclical groups. At this juncture, technology (-0.3%) is the only cyclical sector, which remains below its flat line.
On the countercyclical side, health care has trimmed its loss to 0.3% while the consumer staples sector (-1.0%) remains near its session low. Nasdaq ... More
More Market News
The hotel giant and the food service company started trading on the New York Stock Exchange Thursday.