‘Lawyers of Kleenex’ Petition the Court of Social Media for Proper Trademark Use

The Kimberly-Clark brand teamed up with ad agency Gravity Labs on the “Lawyers of Kleenex” campaign, in which the company’s “legal team” turned to social media to remind people how to properly use the Kleenex brand name.

Lawyers of Kleenex kicked off with a “legal letter” that read, “While Kleenex has a big organizational heart, they retain no U.S. or global patents on said ‘heart.’ So, we have reconciled that our best course of action is to share outward messages of our general thanks—but not limited to—swimming gratitude for using the Kleenex brand in the correct way while reminding our loving audience that not every tissue is Kleenex.