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NEW YORK Taking a page from Disney, which has attempted to brand the winning moment of the Super Bowl with its “I’m going to Disneyland!” chant, Kimberly-Clark is adapting the formula to the Olympics with its “Kleenex moments.”
In satellite tours, participating moms of Olympians will drop the phrase “Kleenex moment” into conversations and plug Kleenex’s Web site, which features bios of the athletes and their mothers.
What is a Kleenex moment? Rob Clendening, associate brand manager for Kleenex, said such tearful occasions consist of “unexpected little moments—whether son or daughter picking a flower for the first time or winning a gold medal in bobsled.”
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