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Kleenex toilet paper gets WWF seal of approval

Kleenex has become the first paper tissue brand to put the WWF panda logo on its packaging after owner Kimberly-Clark received certification for sourcing environmentally responsible paper.The packaging design will be followed by an ad campaign, created by JWT with media by Mindshare, that aims to position Kleenex Cottonelle as the most environmentally sound choice when it comes to toilet paper.

The campaign will involve a PR push leading up to National Tree Day on July 31. The TV work will include an infomercial and an adaptation of the ‘Lab tested for Future Generations?spot, which will use images of orangutans supplied by WWF.

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