Kleenex wants to get people buying tissues before their cold or flu actually strikes. To help consumers know when they're likely to get sick, it's launched myachoo.com, a site which acts as a predictor of germs and where they will strike next. US users simply type in their Zip Code and the site provides up to the minute Centers for Disease Control data on colds in their area, not only for now but predicting where germs will strike within the next three weeks. Information is displayed in neat graphs, and the idea is that the more people who signs up to myachoo.com, the more data will be available.
A accompanying TV campaign from JWT, New York, shows the shame of people who've been forced into unfortunate alternatives when they didn't have Kleenex, such as sneezing into their hands and then wiping them on the family dog.
For more on the launch, go to AdAge.com.