Kimberly Clark’s Kleenex tissue brand is celebrating its 100th anniversary. Though paper has existed for quite some time, the crepe process pioneered by Kimberly Clark was first used to make gas masks during World War I and then to make Kotex menstrual pads. That method was then applied to making the soft paper tissues we know today as Kleenex.
Before the introduction of Kleenex, most folks walked around with washable handkerchiefs or repurposed patches of old cloth. Not having to carry snot (or worse) in your pocket is an obvious selling point for Kleenex, and it’s little wonder the brand has taken off and endured. To commemorate this significant milestone, Kleenex partnered with brand agency Turner Duckworth to update its brand identity.
