Happy Tears
branding / activation
what: Happy Tears is a [hypothetical] brand activation for Kleenex. At the Happy Tears drive in only movies with happy or bittersweet endings are shown. With every ticket purchased, each patron receives a complimentary travel-size pack of Kleenex to use when they cry their happy tears at the end of the movie.
why: To change the perception that Kleenex can only be used on sad occasions or when you are sick.