It’s another ironic summer here in Britain, somehow even with the 14 degree temperatures and chill northerly winds – it’s hay fever season again.
And with it comes what seems to me to be an untapped marketing opportunity for Kimberly Clark and Kleenex.
The approaches to the seasonal allergies are from big pharma – with the remedy offering. In ad-land hay fever doesn’t equate to sniffing for hours on end. It’s all itchy eyes and bouts of sneezing.
There’s seems to be a squeamishness about addressing the biology of why we’d need a tissue in the first place. In tissue ads – they’re used in plentiful supply, often because we’re a bit weepy; tears score obvious visual appeal over snot.
Or is it because breathily marshalling mucus up your hooter isn’t deemed unpleasant or annoying anymore?
The professionally attired, the young and attractive, sniffers are everywhere – all undermining the effort they put into their appearance with an unappealing habit.
By tapping into the result (rather than the causes) of hay fever (or equally the coughs and colds season) – and seeking to reboot our norms to encourage tissue carrying habits (tissues as shorthand for manners and an extension of style, if you like), marketers could examine implementation, brand partnerships and no doubt find profitable territory.
The trends of Gatsby or Madman led fashions, for example, provide a fertile opportunity to grab a lift on stylish nostalgia.
Until then I guess a chorus of nostrilly slurps will continue to be normal.