ATISHOO!! KLEENEX LAUNCHES UK’S ONLY REAL-TIME HAY FEVER TWITTER MAP

1 June 2009

Kleenex®, the world’s biggest tissue maker, today launched a hay fever map powered by Twitter, the first in the UK which is based on real-time user-generated interaction: http://www.kleenex.co.uk/UK/Products/Hayfever.aspx.

The Kleenex Hay Fever Map uses Twitter to track how badly Britons are being affected by hay fever – whilst there are many sources that forecast the severity of pollen in different areas, there are currently none that actually track what is happening in real-time.

Consumers can help build up the hay fever picture simply by sending a Twitter update, or tweet, which includes their post code, how strong they think their hay fever is on a scale of one to X and a “hashtag”* (#atishoo) to allow their update to be tracked.

Martina Jezdikova, Brand Manager of Kleenex, says it’s all part of a strategy to ‘be big when the season is big’. She comments: “The hay fever season is one of the most important times of the year for us from a sales perspective so we’re always keen to find new ways to communicate with our increasingly online audience.

“Not only is Twitter the perfect platform to do this but the real-time map gives consumers something that they actually find useful and engaging so want to be involved in.”

The functionality for the map was inspired by the #uksnow Map developed by Ben Marsh, http://www.benmarsh.co.uk/snow/, which tracked the snow storms across the UK using people’s updates on Twitter in February this year.

-ENDS-

* http://en.wikipedia.org/wiki/Tag_(metadata)#Hash_tags

For further information or images contact:
Jasmine Richards at Mandate Communications on 020 3128 8147 or jasmine.richards@yourmandate.com or
Daniel Britton at Altogether Digital on 020 3128 8602 or daniel.britton@altogetherdigital.com

Notes to editors:

About KLEENEX®
 KLEENEX® is the number one tissue brand in the UK
 It has a 46.5% value share of the market
 KLEENEX® has driven all the major innovations such as KLEENEX® Anti-Viral, KLEENEX® Ultra Soft, KLEENEX® Balsam, KLEENEX® pocket packs
 Three packs of KLEENEX® are sold every second in the UK (AC Nielsen, 2007)
 The KLEENEX® brand in the UK was the first of Kimberly-Clark’s global product ranges to become Forest Stewardship Council (FSC) accredited with the FSC logo showing on packs (January 2008)

About Kimberly-Clark
Kimberly-Clark and its well-known global brands are an indispensable part of life for people in more than 150 countries. Every day, 1.3 billion people--nearly a quarter of the world's population--trust K-C's brands and the solutions they provide to enhance their health, hygiene and well being. With brands such as KLEENEX®, Andrex®, Huggies®, Pull-Ups®, Kotex® and Depend®, Kimberly-Clark holds the No. 1 or No. 2 share position in more than 80 countries. To keep up with the latest K-C news and to learn more about the company's 135-year history of innovation, visit www.kimberly-clark.com.

As a leading health and hygiene company, Kimberly-Clark has years of experience in educating professionals and families about good hygiene practise, whether it be through Infection Control nurses in Hospitals, through Contract Cleaners in an industrial setting or through the work it does with retailers and consumers.

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