Thank you Kleenex, I feel used.

Take a look at my review on Kleenex latest campaign with “Friends” show.

Hello Dear Reader,

I am a former marketeer, current yoga teacher, Ersem. Nice to meet you!

Recently I watched “Friends The Reunion”. I don’t know if you have watched it already but I have to say this piece includes spoiler, so.. Spoiler Alert!

I love marketing, I really do. Actually I do believe that, my marketing background provides me a better understanding about human psychology. Cuz we marketeers do a lot of research to understand the tiny little triggers in your brain that even you are not aware of. We marketeers search for that information, invest lots of money to get that information. We analyze your feelings, the way you think, the way you react, your pains, your vulnerabilities. Then we use that information to find the best moment to introduce you our product. This is one of the many interesting and astonishing things we do.

As I mentioned above, I watched “Friends The Reunion” couple of days ago. I was so excited and emotional even at the beginning. Then one by one actors entered, they united. There were tears and it was unbelievably moving. The story telling was strong. They rebuilt the stages: Monica & Rachel’s home, Joey & Chandler’s Home, Central Perk. It was a blooming reunion. Although one thing disturbed me at the beginning. Call it marketeer instinct. They were all united at the Monica & Rachel’s house and then “all of a sudden” Rachel (Jennifer Aniston) asks “where the tissue box is”. This captured my immediate attention. Since I worked as a brand manager at a tissue brand, I thought this could be my selective attention on tissue products, so I left it there.

I continued watching the show. They were telling behind the scene stories, how the cast was chosen, even the secret crush between David Schwimmer and Jennifer Aniston and how they used those feelings through their acting. I was touched because the way they delivered the crush between them gives you goosebumps I am telling you. They did a reading of the scene that Rose & Rachel’s first kiss. It was so powerful. Ultimately I felt so emotionally charged. While the show was ending, they had tears. Consequently, my tears were dropping from the corners of my eyes, my heart was pounding. I was extremely filled with love. Then I heard Chandler (Matthew Perry) saying that he is about the cry as well. Here comes the shocking end of the show. Lisa Kudrow (Phoebe) says “I’ve got a piece of Kleenex.” and they were all like thanks, I’ll take it. Right after, boom! “It is Covid tested” says Lisa Kudrow & Jennifer Aniston. The last line was from Matthew Perry “covid tested.”

Why am I urged to write this? I’ll tell you. When the show was ended I felt like I watched a very long, almost 2 hours of Kleenex Campaign. I was having burst of emotions and they popped the Kleenex name at the best moment to use all the emotions they were created in you to attach to a brand, Kleenex. At first I felt used. I told you I was a former marketeer and seemed like I watched a 2 hour length of ad. All the emotions I felt was part of an ad. So how much of the show was real, how much of it fiction? Meaning, my emotions were used against me to make me love a brand, make me loyal to that brand.

Then It got me thinking, at the same time this was a genius ad campaign for a love brand like Kleenex. Everything settled into places perfectly, but still. I cannot get rid of the upsetting feeling of being used.

Flip side of this coin, I have decided to get back to my marketing job; not to use consumers’ emotions, but to enhance their lives, to make improvements, to ease their life. Finding the relevant insights to accomplish the task. I guess I will continue being a passionate marketeer and mind & energy oriented yoga teacher to contribute people’s life with light. This is my intention.

Thank you Kleenex I feel used yet I have better intentions and future plan about my expertise now. The Kleenex sponsorship campaign made it clear to me that I have a great marketeer instinct, because I got the ad smell at the beggining of the show with the emphasis on tissue box. Yet this campaign triggered me to get back to my field of marketing, so I should thank too :)

I am very curious about your point of view about the subject. Please don’t hesitate to leave comments below.

with Light, with Love

Ersem