What if you knew how many tissues you’d need before watching a movie? Introducing The Kleenex® Score— a brand-new IMDb rating system that lets you know how emotional a film will be. Whether it’s a heart-wrenching drama or a nostalgic favourite, The Kleenex® Score prepares you for all the tearjerking moments.
The Kleenex Score tapped into this cultural zeitgeist. By making Kleenex synonymous with the cathartic emotional moments in movies (including films streamed on Amazon Prime Video), we turned sniffles into sales, and tears into triumph over Puffs.
Tears ahead? Now you'll know! The Kleenex Score is a unique rating system integrated within IMDb, revealing a film's emotional intensity before pressing play. No more unexpected sob fests – now you can be ready with Kleenex for every tearjerking moment. The idea combined emotional engagement with practical preparation and Kleenex rewards, creating a metric that adds genuine value to movie selection. Launched just before the Academy Awards, The Kleenex Score’s curated list of “Tearjerker Titles” engages movie enthusiasts with a fun new way to discover both nostalgic and new films and prepare for the tears.
By leveraging IMDb’s trusted voice, the campaign integrated Kleenex authentically into movie discussions and connected a utilitarian product with emotional entertainment. The Kleenex Score didn’t just sell tissues; it enhanced the viewing experience by providing more insight into the emotional impact of different films, while making Kleenex every movie lover’s essential viewing companion.
