The Crying Games: Kleenex Promotes Olympics Sponsorship

Publication Date: 6/2004

Source: SO01 Public Relations Tactics
Product Code: 6C-060419
Organization/Author/Firm: Erik Battenberg 
Industry: Consumer Products / Sports
Specialization(s): Special Events - Observances
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We all know that sports deliver the thrill of victory and the agony of defeat, but did you know they bring plenty of “Kleenex Moments” as well?
You will by the time the Olympic Games kick off in Athens Aug. 13, if an upcoming PR campaign works as planned.
The campaign will focus on the touching moments that are part of every Olympics — such as Dan Jansen carrying his baby daughter, named after his deceased sister, on his victory lap after finally winning a gold medal for speed skating during the 1994 games in Norway — and tie those to Kleenex Brand tissue, says Mary Goggans, associate marketing director for Kleenex Brand.