Making a ubiquitous brand more relevant

Save the Sleeve

We’ve all done it, sneezed into our sleeves, wiped snot on our trousers, blown our nose into our hands and instantly regretted it. Save the Sleeve is a bold and simple reminder to be prepared for whatever life (or your nose) throws at you – because your sleeve is no substitute.

Research shows most of us know we need tissues, but we often don’t have them to hand, so we reach for whatever’s nearby. ‘Save the Sleeve’ playfully turns the spotlight on the many, many things we use instead of tissues. The campaign shows the need for a tissue, without showing a single one.

  • 31% increase in Kleenex tissue sales
  • 218% improvement over benchmarks for social video views
  • 9.2% increase in average customer spend


  • D&AD -Wood Pencil
  • One Show -Shortlisted