By Kleenex has once again teamed up with iconic Malaysian cartoonist, Datuk Lat, to introduce limited-edition Kleenex tissue boxes for the latest instalment of the #SoftIsStrong campaign. In the spirit of Ramadan, the campaign encourages Malaysians to embrace their softer side by showing softness towards friends, family and neighbours during the Holy Month. This allows Malaysians to come together stronger, in time for the Hari Raya celebrations.
Inspired by the softness of its iconic facial tissues, Kleenex launched its first #SoftIsStrong campaign last year that introduced the collaboration between Kleenex and Datuk Lat. The collaboration saw the campaign come to life through a series of illustrations by Lat that depicted the essence of harmony through simple acts of kindness, which were printed on limited edition facial tissue box packaging. Similarly, this year’s #SoftIsStrong initiative features a series of nostalgic illustrations that captures the theme of softness, in the context of the traditional kampung lifestyle setting that strongly resonates with Lat.
“The Holy Month of Ramadan is a time for reflection and observance. Inspired by this and the premium, soft but strong feature of Kleenex facial tissues, we decided to launch another #SoftIsStrong campaign to continue uniting Malaysians to embrace their softer side by showing softness towards others. And what better way to unite Malayisans to be stronger together and to showcase the local spirit than another collaboration with the legendary Datuk Lat,” said Tirthadeep Dhar, Marketing Manager of Family Care (Kleenex and Scott).
“It’s an absolute pleasure to be part of another collaboration with Kleenex. This year’s #SoftIsStrong campaign allows me to recollect my fondest memories of Ramadan and Hari Raya, especially the anticipation of preparing for the upcoming festivities throughout the month of Ramadan, as depicted on this round of illustrations. For me, this collaboration serves as a gateway to remind Malaysians of nostalgic times and to unite everyone to be stronger together,” said Datuk Lat.
In an effort to create an immersive experience of softness this Ramadan, Kleenex is also hosting a #SoftIsStrong activation in NU Sentral mall that is open to the public from 16th-18th April. The activation will bring Datuk Lat’s illustrations to life, to further inspire Malaysians to embrace softness this Ramadan. The artworks feature Lat in a traditional kampung home during the Hari Raya festivities as he celebrates with friends, family and neighbours and exemplifies the core aspects of softness, selflessness and harmony that are inherent values amongst Malaysians.
In the spirit of Ramadan and Hari Raya, Kleenex invites Malaysians to participate in acts of softness. Malaysians can choose to embrace and express this softness by lending a helping hand to family, friends and neighbours. These acts of softness are crucial building blocks of being stronger together, as a nation. So be on the lookout for the special edition Kleenex tissue boxes in collaboration with Datuk Lat that showcases these simple, yet meaningful gestures of embracing our softer side. The Kleenex tissue boxes are now available in all major hypermarkets, supermarkets, and e-commerce platforms nationwide, priced at RM12.90.
For more information on #SoftIsStrong, in collaboration with Datuk Lat, visit https://www.facebook.com/Kleenex.Malaysia
Download the full press kit here!
