Why Are Facial Tissues Called Kleenex Instead of Facial Tissues?
In the United States, the branding of facial tissues as 'Kleenex' is a fascinating example of how a brand can become so synonymous with an entire product category that it's used in place of its generic name. This article delves into the origins, the marketing strategy, and the lasting impact of this phenomenon.
The Birth of Kleenex
Kleenex tissues were first introduced to the market by the American company Kleenex (now part of the Kimberly-Clark Corporation) in the early 20th century. Unlike many other brands that simply produce products, Kleenex was pioneering in creating a unique product category and marketing it effectively.
Marketing Strategy and Branding
Kleenex's marketing strategy was so successful that it created a strong brand loyalty. The company heavily invested in advertising campaigns that highlighted the benefits of their tissues, such as their softness, absorbency, and suitability for a wide range of uses beyond just blowing one's nose. This approach paid off, and consumers came to associate the term 'Kleenex' with any type of facial tissue.
The Evolution of Brand Name Usage
The term 'Kleenex' became so ubiquitous that it transcended the brand's specific product. Today, when someone asks for a 'tissue' in the U.S., many will respond with 'Kleenex.' This phenomenon is not unique to Kleenex; it has parallels in other areas such as photocopying, where the term 'Xerox' once reigned supreme.
Other Examples: Photocopying and Xerox
The same thing happened with photocopying. The first company to produce office photocopiers was Xerox, and the term 'photocopy' eventually supplanted the name 'Xerox' in everyday language. However, Xerox had to issue a legal warning to businesses using the term 'Xerox' to avoid false advertising. This led to the wider adoption of the term 'photocopy,' illustrating how a strong brand can shift the usage of terminology.
The Power of Branding: Google and 'Google'
The same phenomenon is evident in the modern era with the internet search giant Google. Many people say 'let's Google the question' instead of 'let's search the internet for the answer.' While Google's market share in search engines is dominant, the term 'Google' has become a verb, just as 'Kleenex' and 'Xerox' once did.
Conclusion
The transformation of 'Kleenex' from a brand name to a generic term for all facial tissues is a testament to the power of effective branding. Similarly, 'Xerox' and 'Google' have become verbs in everyday language, highlighting how powerful branding can shape our vocabulary and perceptions. In the competitive world of consumer goods and technology, brand loyalty and effective marketing strategies can make all the difference.