On August 25, 2023, Canadians were advised that KLEENEX was
blowing out of town and would no longer be available in Canada (see Globe & Mail article).
Chatter about drippy noses being left unattended this coming
cold season is a buzz. The misconception that KLEENEX is synonymous
with facial tissue had some Canadians panicking. Indeed, the brand
name is commonly used interchangeably with the product such that
many think of them as one and the same. Despite so, Kimberly-Clark,
the company that makes and sells KLEENEX brand facial tissue, has
fought hard to maintain its brand rights in KLEENEX in Canada, and
around the world, and has been successful in doing so.
Protecting a company's brand and trademarks is important,
especially for critical brands like KLEENEX. The notoriety that
comes with a brand like KLEENEX can be outstanding but ensuring the
mark does not get genericized is critical.
